Although critical to profitable pricing, competitive strategy is often overlooked in the pricing process. This often leads to poorly developed competitive actions with profitability suffering. This paper provides a comprehensive integrated process for the strategic management of the connection between pricing and competitive strategy. The use of the process proposed here provides active management of competitive interactions and significantly improves profitability.
Cressman, G. (2012), "Incorporating Competitive Strategy in Pricing Strategy", 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. 81-101. https://doi.org/10.1108/S1069-0964(2012)0000019010Download as .RIS
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