A Strategic Pricing Framework

Hugh Μ. Cannon · Fred W. Morgan

65 citations0/0 files storedJournal of Services Marketing

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Consumer Market Behavior and Pricing Marketing and Advertising Strategies Supply Chain and Inventory Management

Abstract

Discusses pricing decision making, one of the oldest marketing topics, including several pricing methods. Presents a strategic pricing framework, developed from pricing literature. Presents rules for evaluating strategic pricing alternatives. Offers a model for marketers to explain and improve pricing decision‐making.

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2011The conceptualization of value-based pricing in industrial firms 2008Value delivery and value-based pricing in industrial markets 2010Pricing Third-Party Logistics Services: Integrating Insights from the Logistics and Industrial Services Literature 2011Pricing strategies and pricing capabilities 2006Heterogeneity of consumer demand: opportunities for pricing of services 2004The impact of market structure on pricing objectives of service firms 1997Strategic pricing differentiation in services: a re‐examination 2012The relationship between customer value and pricing strategies: an empirical test

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