Market-Oriented Pricing: Strategies for ManagementAn important contribution to marketing literature, this volume offers a comprehensive guide to market-based pricing strategies. The authors present pricing as a relatively simple, but extremely powerful marketing tool--a creative variable which managers can manipulate to accomplish a wide variety of ends. Arguing that companies must move away from the traditional, short-term, reactive methods relied upon to set and manage prices, the authors call for a systematic, strategic and market-based approach to the pricing problem. Their central unifying theme is that pricing begins and ends with the customer and that every pricing action should be part of a larger pricing program build around the realities of customer needs and competitor pressures. Written with a minimum of jargon and amply illustrated with explanatory tables and figures, this is an excellent introduction to pricing for both seasoned and aspiring marketing and product managers. |
Contents
DEVELOPING PRICING PROGRAMS | 19 |
UNDERSTANDING AND USING ELASTICITY | 43 |
NEGOTIATING PRICES WITH CUSTOMERS | 71 |
Copyright | |
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Other editions - View all
Market-Oriented Pricing: Strategies for Management Michael Morris,Gene Morris No preview available - 1990 |