RESALE PRICE MAINTENANCE: CHANGING PERSPECTIVES AND FUTURE DIRECTIONS

Abstract

Resale price maintenance has been used as a management strategy for a long time. Even in the face of unfavorable court decisions, the concept, like a Phoenix, continues to rise from its ashes. Much evidence indicates a strong desire by some manufacturers to control their product's prices throughout a distribution channel. However, businesses must be careful not to overstep legal bounds in the implementation of an aggressive price policy. This article looks at resale price maintenance as a management technique and offers guidelines for the prospective marketer.

Citation

Dawson, L.E., Mayer, M.L. and Keith, J.E. (1986), "RESALE PRICE MAINTENANCE: CHANGING PERSPECTIVES AND FUTURE DIRECTIONS", Journal of Consumer Marketing, Vol. 3 No. 4, pp. 83-90. https://doi.org/10.1108/eb008183