1992 | OriginalPaper | Buchkapitel
Pricing Policy and Management
verfasst von : Michael J. Baker
Erschienen in: Marketing Strategy and Management
Verlag: Macmillan Education UK
Enthalten in: Professional Book Archive
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The issues to be discussed in Chapter 15 include: 1The theoretical foundations of pricing behaviour and their contribution and limitations in practice.2The nature of pricing objectives and their relationship to profit and sales (market share) objectives.3Major pricing objectives in practice.4Approaches to price determination — cost-plus, flexible mark-up and marginal-cost.5The role of pricing in the marketing mix.6Alternative pricing strategies.