Introduction to Visionary Pricing

Abstract

In terms of the life cycle, pricing certainly would be considered a young and emerging discipline, only a few decades old. Even marketing is only 50 years old as a business discipline; Jerome McCarthy of Michigan State University introduced the Four P's classification (product, promotion, price, and place-distribution) in 1960. Peter Drucker's influential The Practice of Management hailed the twentieth century as a “marketing revolution” in 1954, but mentions pricing fewer than a dozen times, even then only in passing.

Citation

Smith, G. (2012), "Introduction to Visionary Pricing", Smith, G. (Ed.) Visionary Pricing: Reflections and Advances in Honor of Dan Nimer (Advances in Business Marketing and Purchasing, Vol. 19), Emerald Group Publishing Limited, Bingley, pp. xv-xix. https://doi.org/10.1108/S1069-0964(2012)0000019005

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