Industrial Pricing: Theory and Managerial Practice

  title={Industrial Pricing: Theory and Managerial Practice},
  author={Thomas S. Gruca},
We organize the existing theoretical pricing research into a new two-level framework for industrial goods pricing. The first level consists of four pricing situations: New Product, Competitive, Product Line, and Cost-based. The second level consists of the pricing strategies appropriate for a given situation. For example, within the new product pricing situation, there are three alternative pricing strategies: Skim, Penetration, and Experience Curve pricing. There are a total of ten pricing… CONTINUE READING
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