Seizing the Fourth P

Hunt, Paul S.
May 2005
Marketing Management;May/Jun2005, Vol. 14 Issue 3, p40
Pricing is the highest leverage item that a company has for driving profitability. In order to take control of this critical aspect of the marketing mix, marketing must demonstrate leadership in price optimization and price management. Price optimization requires applying new research methodologies to consistently predict the optimal price. Pricing management requires implementing processes and tools that will lead to fact-based decision making.


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