Price Presentations Structured with Strategy

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8 citations0/0 files storedJournal of Marketing Education

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Management and Marketing Education Consumer Market Behavior and Pricing Business and Management Studies

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.

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References

1978Basic Marketing: A Managerial Approach 2025Marketing: An Introduction 1989Marketing Concepts and Strategies 1986Beyond the Many Faces of Price: An Integration of Pricing Strategies 1993Marketing Principles and Strategy 1991Marketing: an Introduction 1989Marketing Educators' Views Regarding the Introductory Marketing Course

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2016Operation Valuation 1995Developing an Integrated Product and Price Management Course

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