Pricing is a vital and complex element of the marketing mix. The right price can be the key to profitability and the establishment of a sustainable and successful market position. The theme of this book is that the price for a product meshes marketing and manufacturing strategies in maximising the long-term profitability of the firm within the constraints of cost structure and the market place.
competition economic theory inflation life cycle manufacturing marketing pricing service success
Authors and affiliations
H. Robert Dodge
1.Northern Illinois UniversityUSA
2.Department of MarketingEastern Michigan UniversityUSA
Copyright InformationNessim Hanna and H. Robert Dodge 1995