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| Author: | Paun, D. Compeau, L. Grewal, D. |
| Title: | A model of the influence of marketing objectives on pricing strategies in international countertrade |
| Journal: | Journal of Public Policy and Marketing
1997 : SPRING, VOL. 16:1, p. 69-82 |
| Index terms: | PUBLIC POLICY MARKETING PRICING |
| Language: | eng |
| Abstract: | As international markets become increasingly more competitive, firms must employ innovative marketing strategies merely to survive. One such strategy is the use of international countertrade. Offering to countertrade or responding to countertrade offers not only can enable a firm to survive, but also can provide the firm with the opportunity to achieve its marketing objective. Because countertrading involves complex exchanges of widely disparate products with debatable values , the pricing strategy employed is an important factor. |
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