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Pricing Policy

  • Chapter
Contemporary Issues in Marketing

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Abstract

Recent moves to import the US policy of every day low pricing (EDLP) into the UK have sent shock waves through the retail sector. The theory behind the strategy is that by keeping prices constantly low, without resorting to a confusing array of price promotions, sales will increase over time, and so will profits.

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Authors and Affiliations

  1. University of the West of England, UK

    Martin Evans

  2. University of Glasgow, UK

    Luiz Moutinho

Authors
  1. Martin Evans
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  2. Luiz Moutinho
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Copyright information

© 1999 Macmillan Publishers Limited

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Evans, M., Moutinho, L. (1999). Pricing Policy. In: Contemporary Issues in Marketing. Palgrave, London. https://doi.org/10.1007/978-1-349-14299-6_6

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  • DOI: https://doi.org/10.1007/978-1-349-14299-6_6

  • Publisher Name: Palgrave, London

  • Print ISBN: 978-0-333-67774-2

  • Online ISBN: 978-1-349-14299-6

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