Overview
FIRST EDITION. Softcover in Good Condition
Practical in focus and lively in style, this book provides a comprehensive, managerially focused guide to formulating pricing strategy. Explains ideas and concepts that are essential to integrate pricing successfully into marketing strategy and that should be part of every marketer's repertoire. It emphasizes the actual process of making pricing decisions. It develops a procedure for pricing that is consistent with the economics, but also incorporates the psychological aspects of price sensitivity and the recognition that managers must make decisions with incomplete information. For readers interested in pricing strategy or managerial economics.