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International pricing – a market perspective

Gary Marsh (Teaching Company Associate, Sheffield University Management School, Sheffield, UK)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 August 2000

Abstract

Examines the factors that must be taken into account when determining the international pricing of a product, utilising specific examples from industry. Argues that specific country preferences require organisations to adapt pricing. Promotes a framework for analysing the micro environment and identifies ways in which organisations can use international pricing to gain a competitive advantage. Proposes the need for a predetermined management mentality and points out that until pricing is given the attention it deserves, and is respected as an essential element of international success, organisations will under‐perform. Presents limitations and offers direction for further research.

Keywords

Citation

Marsh, G. (2000), "International pricing – a market perspective", Marketing Intelligence & Planning, Vol. 18 No. 4, pp. 200-205. https://doi.org/10.1108/02634500010333370

Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited