TITLE

Pricing practices That endanger profits

AUTHOR(S)
Monroe, Kent B.; Cox, Jennifer L.
PUB. DATE
September 2001
SOURCE
Marketing Management;Sep/Oct2001, Vol. 10 Issue 3, p42
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
Some companies are starting to embrace a proactive pricing strategy, but many still cling to old misconceptions about markets and the entire pricing process. Understanding and overcoming the pricing fallacies that continually plague managers, the pricing process, and price perceptions among buyers requires a truly proactive pricing approach. Once managers understand these problems, they can better develop and implement a product and market strategy for the current economic and competitive environment. INSETS: Perceived Value vs. Price (Mickey Goofed!);A Competitor Lends a Helping Hand.
ACCESSION #
5331253

 

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