Abstract
This chapter will deal more with pricing issues than with techniques. There are numerous texts that deal with the arithmetic of pricing and often, as our experience shows, there are in-company manuals dealing with markups and markdowns and the problems of margin management. Rather than repeat much of this material, we intend to consider the role of pricing in retail marketing.
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Notes and References
Porter, Competitive Advantage, Free Press, 1985.
P. Deacon, ‘US Department Stores: the final phase?’ Retail, Spring 1984, Capel Cure Myer.
D. Abell and J. S. Hammonds, Strategic Marketing Planning, Prentice-Hall, 1979.
J. Stoetzl, ‘Le Prix Comme Limite’, in P. L. Reyn (ed.), La Psychologie Economique, Librairie Marcel Riviere et Cie, Paris, 1954.
A. Gabor et al., ‘The Attitude of the Consumer to Price’, in B. Taylor and G. Wills (eds), Pricing Strategy, Staples Press, 1969.
Oxenfeldt, ‘Multi-stage Approach to Pricing’, Harvard Business Review, July/August 1960.
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© 1987 David Walters and David White
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Walters, D., White, D. (1987). Pricing in the Retail Marketing Mix. In: Retail Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-10666-0_8
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DOI: https://doi.org/10.1007/978-1-349-10666-0_8
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