TITLE

Managing Price Competition

AUTHOR(S)
Nagle, Thomas T.
PUB. DATE
June 1993
SOURCE
Marketing Management;1993, Vol. 2 Issue 1, p36
SOURCE TYPE
Periodical
DOC. TYPE
Article
ABSTRACT
No pricing decision should ever be made simply to make the next sale, or to meet some short-term sales objective. Those who price successfully in competitive markets know that the goal is not just winning sales, but also ensuring that those sales remain worth winning in the future. Managers must anticipate how pricing decisions will affect their company's long-term competitive position and formulate strategies that prevent competition from undermining industry profitability. Such strategies require planning, managing information, and judiciously selecting confrontations. INSETS: Market share and profitability: Is bigger better?.;Excutive briefing..
ACCESSION #
9602150717

 

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