search query: @author Monroe, K. B. / total: 10
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| Author: | Monroe, K. B. Cox, J. L. |
| Title: | Pricing Practices That Endanger Profits |
| Journal: | Marketing Management
2001 : SEP-OCT, VOL. 10:3, p. 42-46 |
| Index terms: | PRICING PRICES STRATEGY PROFIT |
| Language: | eng |
| Abstract: | The authors of the article answer the question how buyers do perceive and respond to pricing. The authors of the article state that some companies are starting to embrace a proactive pricing strategy, but many still cling to old misconceptions about markets and the entire pricing process. Understanding and overcoming the pricing fallacies that continually plague managers, the pricing process, and price perceptions among buyers requires a truly proactive pricing approach. Once managers understand these problems, they can better develop and implement a product and market strategy for the current economic and competitive environment. |
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