Commentary on "Industrial Pricing: Theory and Managerial Practice"

Cressrnan Jr., George E.
September 1999
Marketing Science;1999, Vol. 18 Issue 3, p455
Academic Journal
Noble and Gruca (1999, this issue ) provide useful insights into the pricing practices mangers employ. Their findings indicate managerial pricing practices are heavily dominated by internal, cost-based approaches. Particularly relevant is the absence of value-based pricing practices Noble and Gruca's findings indicate that the emerging market orientation work has not connected to pricing practice. This work poses a significant challenge for marketing theoreticians and educators; How can mangers be helped to move beyond internally focused to externally-customer-focused pricing practice?


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