Cressman Jr, George E.
September 2006
Marketing Management;Sep/Oct2006, Vol. 15 Issue 5, p33
The article discusses price complexity in product pricing and management. Confusing and conflicting price data can make it extremely difficult for managers to cope with price complexity, leading many to choose automated systems for pricing. While this is often an appealing tactic, automated systems often lead to further pricing confusion. The author suggests that managers should take control of the pricing process by eliminating negotiation and implementing methods that force customers to acknowledge and pay for product value.


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