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Marketing pp 131-149 | Cite as

How Much Shall We Charge?

  • Robert G. I. Maxwell
Chapter
Part of the Macmillan Professional Masters book series

Abstract

No discussion of any competitive business situation can last for long without the question of price arising. Indeed on occasion, so far in this book, mention has been made of it in passing. This chapter takes a much deeper and formal look at a crucial aspect of the marketing mix. It has been left until last for such consideration because those activities already covered — products, distribution and promotion — affect, or are affected by, price decisions.

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Copyright information

© Robert G. I. Maxwell 1989

Authors and Affiliations

  • Robert G. I. Maxwell
    • 1
  1. 1.Croydon CollegeUK

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