Fluctuations in the marketplace present formidable challenges to business and marketing. Globalization, accelerated social and demographic changes among customers, shifts in public policy, and rapid-fire technological advances have all made the marketplace for any firm a much more difficult place to do business.
Of all the decisions made by management, pricing is undoubtedly the most visible, as well as the most vital, because of its direct impact on a firm's performance in the marketplace and overall level of profitability. Whatever the nature of the business, success is measured by the extent to which revenues from sales exceed the costs of committed resources. Ideally, the price or prices set for a product or service will ensure the highest margin consistent with volume considerations, recognize the customer evaluations of products and services, be responsive to competitive threats, and forestall competitive inroads.
Hanna and Dodge here present an analysis of pricing policies and procedures which illuminates the myriad considerations involved in setting prices. The authors discuss such topics as ethics in pricing, psychological aspects of pricing, price theory, pricing and legal issues, cost-oriented pricing, demand-oriented pricing, product line pricing, geographic pricing practices, retail pricing, and the pricing of services.
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Nessim Hanna is Professor of Marketing at Northern Illinois University. H. Robert Dodge is Chairman of the Department of Marketing at Eastern Michigan University.Review:
"This book will be informative and rewarding reading for students and professors alike." -"Gender and Society",
"A book that speaks to all of us, across lines of race and gender." -Melvin P. Sikes,
"Powerful and very important." -John Sibley Butler, University of Texas, Austin
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Book Description Palgrave Macmillan, 1995. Book Condition: Very Good. Ships from the UK. Former Library book. Great condition for a used book! Minimal wear. Bookseller Inventory # GRP97548239
Book Description Palgrave Macmillan. Book Condition: Good. Ex-library, so some stamps and wear, but in good overall condition. Bookseller Inventory # Z1-M-002-01004
Book Description Palgrave Macmillan, 1995. Book Condition: Poor. This book has hardback covers. Ex-library, With usual stamps and markings, In poor condition, suitable as a reading copy. No dust jacket. Bookseller Inventory # 3284002
Book Description Macmillan, 1995. Book Condition: Good. This is an ex-library book and may have the usual library/used-book markings inside.This book has hardback covers. In good all round condition. Bookseller Inventory # 6465308
Book Description Palgrave Macmillan, 1995. Hardcover. Book Condition: Good. Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. May not contain Access Codes or Supplements. May be ex-library. Shipping & Handling by region. Buy with confidence, excellent customer service!. Bookseller Inventory # 033361125X