Pricing: Policies And Procedures

Pricing is a vital and complex element of the marketing mix. The right price can be the key to profitability and the establishment of a sustainable and successful market position. The theme of this book is that the price for a product meshes marketing and manufacturing strategies in maximising the long-term profitability of the firm within the constraints of cost structure and the market place. Table of Contents: The Nature of the Pricing Process - Market Interpretations of Price - Pricing from the Standpoint of Economic Theory - The Role of Costs in Pricing - Cost-Oriented Pricing - Demand and Competition Oriented Pricing - Pricing Decisions by Manufacturers - Product Line Pricing - Pricing Over the Product Life Cycle - Geographic Pricing Practices - Retail Pricing - Pricing and the Legal Issues - The Pricing of Services - Pricing During Inflationary and Shortage Conditions - Pricing in International Markets