A Systematic Approach to Effective Pricing

Abstract

Introduction Price is only one of the many elements in the marketing mix which determine the extent of the success or failure of a product, and since in any actual marketing situation price exerts its influence in combination with all the other factors, it would seem justified to ask whether it is at all reasonable to lift price out of the complex and discuss it by itself.

Citation

Gabor, A. and Granger, C.W.J. (1979), "A Systematic Approach to Effective Pricing", Management Decision, Vol. 17 No. 8, pp. 742-760. https://doi.org/10.1108/eb001224