Pricing pp 83-92 | Cite as

Pricing and the Product Life-cycle

  • F. Livesey
Part of the Macmillan Studies in Marketing Management book series (STMM)


Before a decision is made to invest in a new product, an estimate is required of the price at which the product is likely to be sold. For those products which are new only to this producer, the price will be greatly influenced by the prices of established competitive brands. But where the product is entirely new to the market, or very heavily differentiated from existing products (i.e. a pioneer product), the producer will have a much greater degree of discretion in the price that he charges.1


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Further Reading

  1. J. Dean, Managerial Economics (London: Prentice-Hall, 1961) ch. 7.Google Scholar
  2. D. V. Harper, Price Policy and Procedure (New York: Harcourt, Brace & World, 1966) ch. 6.Google Scholar
  3. B. Taylor and G. Wills (eds), Pricing Strategy (London: Staples, 1969) chs 46–8.Google Scholar
  4. S. J. Welsh, ‘A Planned Approach to New Product Pricing’, in Pricing: The Critical Decision (American Management Association Report No. 66, 1961) pp. 44–57.Google Scholar
  5. Boston Consulting Group, Perspectives on Experience (Boston, Mass., 1968).Google Scholar
  6. A. D. H. Kaplan, J. B. Dirlam and R. F. Lanzillotti, Pricing in Big Business (Washington, D.C.: The Brookings Institution, 1958).Google Scholar

Copyright information

© F. Livesey 1976

Authors and Affiliations

  • F. Livesey

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