Abstract
Pricing, the last of the 4 Ps, is a vital element of the Marketing Mix. Pricing should not be a cost-derived mechanical process. And prices should not be determined in isolation; independently of the other elements of the mix. The product, place, promotion and pricing strategies must be compatible and mutually supportive.
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© 1986 Graham Robinson
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Robinson, G. (1986). Pricing Decisions. In: Making Sense of Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-09109-6_6
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DOI: https://doi.org/10.1007/978-1-349-09109-6_6
Publisher Name: Palgrave, London
Print ISBN: 978-0-333-42826-9
Online ISBN: 978-1-349-09109-6
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