Developing an Integrated Product and Price Management Course

John A. Schibrowsky

6 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Marketing and Advertising Strategies Business and Management Studies

Abstract

Pricing has become one of the most important aspects of marketing management. Marketing educators have not responded to the need for more extensive instruction in pricing. This article suggests ways in which pricing can be incorporated into the curriculum. An integrated product and price management course is proposed.

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1966A New Approach to Consumer Theory 1976A New Approach to Consumer Theory 1991Managing Brand Equity 1980Pricing: Making Profitable Decisions 1975Marketing as Exchange 1987Marketing and Exchange 1992The 4P Classification of the Marketing Mix Revisited 1995The strategy and tactics of pricing: A guide to profitable decision making

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