setting the right price

For many marketing organizations, determining price is the most challenging of all marketing decisions. The reasons are many, but often it comes down to the difficulty marketers experience in trying to determine what people are willing to pay for the value they derive from consuming a product. While the struggle with price vs. value is […]

Amazon.com to Capitulate to Macmillan Price Demand (USA Today) Setting price is one of the trickiest of all marketing decisions. Marketers have to take into consideration many factors when coming up with the right price. Some of these factors they control, such as product costs (e.g., product development, promotion, etc.), which the marketer knows must