Review
Pricing is a powerful marketing tool, a creative variable which can be manipulated to accomplish a variety of ends. Pricing begins and ends with the customer and should be part of a program built around the realities of customer needs and competitor pressures. The book is amply illustrated with explanatory tables and figures. Chapters provide in-depth guidance on the development of market-based pricing, pricing and marketing strategy, psychology of pricing and negotiating prices with customers. References to real cases and problems are provided throughout to help managers relate the concepts to decisions confronted on the job.Creative
Book Description
This volume offers a comprehensive guide to market-based pricing strategies. The authors present pricing as a relatively simple but extremely powerful marketing tool--a creative variable that managers can manipulate to accomplish a wide variety of ends. Arguing that companies must move away from the traditional, short-term, reactive methods relied upon to set and manage prices, the authors call for a systematic, strategic and market-based approach to the pricing problem. Their central unifying theme is that pricing begins and ends with the customer and that every pricing action should be part of a larger pricing program built around the realities of customer needs and competitor pressures.
About the Author
MICHAEL H. MORRIS is Associate Professor of Marketing at the University of Central Florida.
GENE MORRIS is an independent marketing consultant residing in Virginia and has consulted with a number of corporations in the areas of strategic planning, pricing, and new market assessment.
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