Pricing pp 77-82 | Cite as

Promotional Pricing

  • F. Livesey
Part of the Macmillan Studies in Marketing Management book series (STMM)


We define promotional pricing as the setting of a price on a temporary basis below the price normally charged for that good or service.1 Promotional pricing is sometimes a reaction to unforeseen circumstances, as when a downturn in demand leaves a company with excess stocks; these passive forms of pricing are considered briefly below.


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Further Reading

  1. D. V. Harper, Price Policy and Procedure (New York: Harcourt, Brace & World, 1966) ch. 8.Google Scholar
  2. R. A. Lynn, Price Policies and Marketing Management (Homewood, Illinois: Irwin, 1967) ch. 9.Google Scholar
  3. B. Taylor and G. Wills (eds), Pricing Strategy (London: Staples, 1969) chs 15, 41–3.Google Scholar

Copyright information

© F. Livesey 1976

Authors and Affiliations

  • F. Livesey

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