A Strategic Pricing Framework
Hugh M. Cannon
(Adcraft/Simons‐Michelson Professor of Advertising at Wayne State.)
Fred W. Morgan
(Professor of Marketing at Wayne State University, where he has been a faculty member since 1977.)
3483
Abstract
Discusses pricing decision making, one of the oldest marketing topics, including several pricing methods. Presents a strategic pricing framework, developed from pricing literature. Presents rules for evaluating strategic pricing alternatives. Offers a model for marketers to explain and improve pricing decision‐making.
Keywords
Citation
Cannon, H.M. and Morgan, F.W. (1990), "A Strategic Pricing Framework", Journal of Services Marketing, Vol. 4 No. 2, pp. 19-30. https://doi.org/10.1108/EUM0000000002508
Publisher
:MCB UP Ltd
Copyright © 1990, MCB UP Limited