To read the full version of this content please select one of the options below:

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.)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1991



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.



MaGrath, A.J. (1991), "Ten Timeless Truths about Pricing", Journal of Business & Industrial Marketing, Vol. 6 No. 3/4, pp. 15-23.




Copyright © 1991, MCB UP Limited

Related articles