Ten Timeless Truths about Pricing
Allan J. MaGrath
(Director of Marketing Services of 3M Canada, Inc., and author of two books and over 30 journal articles on marketing. His latest book is Market Smarts from John Wiley & Sons, New York, New York 1988.)
966
Abstract
Discusses ten principles applicable to pricing. Includes revenue‐generating, market share and cost strategies. Notes that astute pricing requires design of a second price discount schedule and pricing plans should not be overly complex or out of sync with efficient shipping units. Concludes that it is these principles marketers need to be cognizant of and for which they need to develop skills.
Keywords
Citation
MaGrath, A.J. (1991), "Ten Timeless Truths about Pricing", Journal of Business & Industrial Marketing, Vol. 6 No. 3/4, pp. 15-23. https://doi.org/10.1108/EUM0000000002751
Publisher
:MCB UP Ltd
Copyright © 1991, MCB UP Limited