Future European price levels will be markedly lower than current ones; they could fall to the lowest of what are huge price differentials between countries. This is the 'pricing time bomb' European companies are facing. Hermann Simon and Eckhard Kucher argue strongly against any premature...

Pricing based on marginal costs misses a critical element in maximising profits -- the relative perceived value of the product which is being priced. In practice, managers use crude proxies. A more sophisticated and valid pricing method, which uses perceived relative value of products is...