Suri, Rajneesh; Manchanda, Rajesh V.; Kohli, Chiranjeev S. - In: Journal of Product & Brand Management 11 (2002) 3, pp. 160-173
Price is an important variable because it has a direct impact on a company’s profitability. However, there is limited evidence to support the effectiveness of competing strategies of fixed pricing and discounted pricing. As a result, both strategies are practised extensively in the industry....
