Affiliation:
1. Department of Marketing of the College of Commerce and Industry at Clemson University in Clemson, South Carolina.
Abstract
Pricing is normally taught in formats which do not form a cohesive and actionable managerial framework. A modified approach is presented using strategy to organize pricing presentations, with Tellis's price strategy matrix as an example. Students integrate otherwise fragmented terms into a comprehensive structure that is retained better than standard presentations.
Cited by
4 articles.
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