Marketing pp 215-234 | Cite as

Pricing strategy

  • Malcolm McDonald
  • Martin Christopher
  • Margrit Bass
Chapter

Abstract

The pricing decision is one of the most important issues the marketing executive has to face. Its impact will usually be reflected in the quantity of the product sold, the contribution to profits that the product will make and, even more crucially, the strategic position of the product in the market place. In addition, in a multi-product company it is frequently the case that a decision taken on the price of one product will have implications for other products in the range. It is not surprising, therefore, that much has been written and discussed on the subject of pricing, and that it has created considerable controversy as to how the price decision should be made.

Keywords

Europe Marketing Crest Volatility 

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Further reading

  1. Diamantopoulos, A. (1991) Pricing: theory and evidence–a literature review, in M. Baker (ed.), Perspectives on Marketing Management, Vol. I, John Wiley, London.Google Scholar
  2. Simon, H. (1992) Pricing opportunities–and how to exploit them. Sloan Management Review (Winter), pp. 55–65Google Scholar
  3. Christopher, M. (1982) Value-in-use pricing. European Journal of Marketing, 16 (5), pp. 35–47.CrossRefGoogle Scholar

Copyright information

© Malcolm McDonald and Martin Christopher 2003

Authors and Affiliations

  • Malcolm McDonald
  • Martin Christopher
  • Margrit Bass

There are no affiliations available

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