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Pricing Policy and Management

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Marketing Strategy and Management

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Abstract

The issues to be discussed in Chapter 15 include:

  1. 1

    The theoretical foundations of pricing behaviour and their contribution and limitations in practice.

  2. 2

    The nature of pricing objectives and their relationship to profit and sales (market share) objectives.

  3. 3

    Major pricing objectives in practice.

  4. 4

    Approaches to price determination — cost-plus, flexible mark-up and marginal-cost.

  5. 5

    The role of pricing in the marketing mix.

  6. 6

    Alternative pricing strategies.

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Notes and References

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Authors
  1. Michael J. Baker
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© 1992 Michael J. Baker

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Baker, M.J. (1992). Pricing Policy and Management. In: Marketing Strategy and Management. Palgrave, London. https://doi.org/10.1007/978-1-349-22167-7_15

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