Adrian Micu Angela-Eliza Micu (Dunarea de Jos University, Galati, Romania)
Abstract
In most companies, there is ongoing conflict between managers in charge of covering costs (finance and accounting) and managers in charge of satisfying customers (marketing and sales). Accounting journals warn against prices that fail to cover full costs, while marketing journals argue that customer willingness-to-pay must be the sole driver of prices. The conflict between these views wastes company resources and leads to pricing decisions that are imperfect compromises. Profitable pricing involves an integration of costs and customer value. To achieve that integration, however, both need to let go of misleading ideas and form a common vision of what drives profitability.
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Publisher Info
Article provided by University of Craiova, Faculty of Economics and Business Administration in its journal Management & Marketing.
Volume (Year): 1 (2007) Issue (Month): 5 (November) Pages: 147-152 Download reference. The following formats are available: HTML
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Find related papers by JEL classification: M30 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - General
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