Pricing pp 96-112 | Cite as

Product Line Pricing

  • Nessim Hanna
  • H. Robert Dodge


Companies rarely produce and market just one product for which a single price and a specific marketing strategy is developed. Rather, they produce a line or several lines of products with a multiplicity of options that are marketed to defined customer segments. No longer is it possible or for that matter plausible to make pricing decisions with respect to a single product in isolation.


Product Line Substitute Product Line Extension Rock Crusher Principal Product 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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  1. 1.
    Bill Saparito ‘The Tough Cookie at RJR Nabisco’, Fortune, vol. 118 (18 July 1988) pp. 32–46.Google Scholar
  2. 2.
    Raymond Serafin ‘U.S. Cars Build Share with Value Pricing’, Advertising Age (12 July 1993) p. 41.Google Scholar
  3. 3.
    An interview with Al Ries reported in ‘The Mind is the Ultimate Battlefield’, Journal of Business Strategy, vol. 9 (July/August 1988) pp. 4–7.Google Scholar
  4. 4.

Copyright information

© Nessim Hanna and H. Robert Dodge 1995

Authors and Affiliations

  • Nessim Hanna
    • 1
  • H. Robert Dodge
    • 2
  1. 1.Northern Illinois UniversityUSA
  2. 2.Department of MarketingEastern Michigan UniversityUSA

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