A Systematic Approach to Effective Pricing

Introduction Price is only one of the many elements in the marketing mix which determine the extent of the success or failure of a product, and since in any actual marketing situation price exerts its influence in combination with all the other factors, it would seem justified to ask whether it is a...

Full description

Saved in:

Bibliographic Details
Published in:	Management decision 1979-08, Vol.17 (8), p.742-760
Main Authors:	Gabor, André, Granger, C.W.J
Format:	Article
Language:	eng
Subjects:	Prices Pricing Pricing policies Procedures Product introduction Quality Sensitivity Strategy Tactics
Online Access:	Get full text
Tags:	Add Tag No Tags, Be the first to tag this record!

Description
Summary:	Introduction Price is only one of the many elements in the marketing mix which determine the extent of the success or failure of a product, and since in any actual marketing situation price exerts its influence in combination with all the other factors, it would seem justified to ask whether it is at all reasonable to lift price out of the complex and discuss it by itself.
ISSN:	0025-1747 1758-6070