Beteiligte: | |
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In: | Marketing Science, 18, 1999, 3, S. 455-457 |
veröffentlicht: |
Institute for Operations Research and the Management Sciences (INFORMS)
|
Medientyp: | Artikel, E-Artikel |
Umfang: | 455-457 |
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ISSN: |
0732-2399
1526-548X |
DOI: | 10.1287/mksc.18.3.455 |
veröffentlicht in: | Marketing Science |
Sprache: | Englisch |
Schlagwörter: | |
Kollektion: | Institute for Operations Research and the Management Sciences (INFORMS) (CrossRef) |
<jats:p> 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 pricing practices. </jats:p><jats:p> Noble and Gruca's findings indicate that the emerging market orientation work has not connected to pricing practice. This work poses a significant challenge for marketing theoreticians and educators: How can managers be helped to move beyond internally focused to externally-customer-focused pricing practice? </jats:p> |