Commentary on “Industrial Pricing: Theory and Mangerial Practice”

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George E. Cressman , Jr.;
(1999)
  • Journal: Marketing Science,volume 18,issue 3,pages455-457
  • Related identifiers: doi: 10.1287/mksc.18.3.455
  • Subject: Pricing, Pricing Theory, Market Orientation, Marketing Strategy, Marketing Education

Noble and Gruca (1999, this issue) provide useful insights into the pricing practices managers employ. Their findings indicate managerial pricing practices are heavily dominated by internal, cost-based approaches. Particularly relevant is the absence of value-based pric... View more
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