To understand the strategies and tactics of pricing since that it is becoming more and more crucial with the global transformation, seen in industrial, business and consumer markets, towards buyers wanting-and demanding-better value.
This trend of more discerning customers means that all elements of the buyer/seller interface (including price as a key component) are coming under scrutiny.
For many companies, according to fortune magazine, this means "giving customers all of what they will pay for – and none of what they won`t".
- Marketing definition.
-Introduction to pricing.
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