Abstract
In the history of economics, price theory has held a central part and a great deal of attention has been paid to it. The price of a product or a service is simply the rate at which is can be exchanged for another product or service, but despite its apparent simplicity pricing remains one of the most difficult areas of decision making in industry.
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Chapter 9
J. M. Keynes, The General Theory of Employment, Interest and Money (London: Macmillan, 1936) chap. 21.
A. Marshall, Principles of Economics (1890) book III, chaps 3–4, and book IV, chap. 13.
See, for instance, P. Kotier, Marketing Management Analysis: Planning and Control (Englewood Cliffs, N.J.: Prentice-Hall, 1976) chap. 7;
and S. Majaro, International Marketing — A Strategic Approach to World Markets (London: Allen & Unwin, 1977) chap. 7.
W. Brown and E. Jaques, Product Analysis Pricing (London: Heinemann, 1964).
See, for instance, G. Foxall, ‘A Descriptive Theory of Pricing for Marketing’, European Journal of Marketing, vol. 6, no. 3 (1972) p. 193.
D. W. Smallbone, The Practice of Marketing (London: Staples Press, 1965).
F. Livesey, Pricing (London: Macmillan, 1976).
R. Eveley, ‘The Effects of the Price Code’, National Institute Economic Review, no. 77 (London: NIESR, 1976).
Phillips & Drew, Economic Forecasts (1977).
Central Statistical Office, National Income and Expenditure 1966–76 (London: H.M.S.O., 1977).
M. Reid, ‘Exports Priced in Foreign Currencies’, Financial Times (18 June 1976).
L. Barling, ‘Exporters Face up to a Stronger Pound’, Financial Times (5 Dec 1977).
NEDO, International Price Competitiveness: Non-Price Factors in Export Performance (London: NEDO, 1977).
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© 1980 Ronald McTavish and Angus Maitland
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McTavish, R., Maitland, A. (1980). Pricing. In: Industrial Marketing. Macmillan Studies in Marketing Management. Palgrave, London. https://doi.org/10.1007/978-1-349-16317-5_9
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DOI: https://doi.org/10.1007/978-1-349-16317-5_9
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