PRICING FOR PROFIT
Management Research NewsPublished 1 July 1993
Dick Lancioni, John Gattorna
Citations6
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Abstract
Price planning is one of the most overlooked areas in marketing. Traditionally, emphasis is placed on product development, advertising strategy and distribution channel formation before any consideration is given to price. The result is that the pricing decision is made quickly without all of the necessary market and cost factors being included in the final decision. The pricing decision is at the core of every business plan and impacts directly on the critical components of a companys' marketing strategy, including its:
Keywords
Business, Management and Accounting