A Systematic Approach to Effective Pricing

Introduction Price is only one of the many elements in the marketing mix which determine the extent of the success or failure of a product, and since in any actual marketing situation price exerts its influence in combination with all the other factors, it would seem justified to ask whether it is at all reasonable to lift price out of the complex and discuss it by itself.

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Year of publication:	1979
Authors:	Gabor, André ; Granger, C.W.J.
Published in:	Management Decision. - MCB UP Ltd, ISSN 1758-6070, ZDB-ID 2023018-7. - Vol. 17.1979, 8, p. 742-760
Publisher:	MCB UP Ltd

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Type of publication:	Article
Type of publication (narrower categories):	review-article
Language:	English
Other identifiers:	10.1108/eb001224 [DOI]
Source:	Other ZBW resources

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