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Commentary on “Industrial Pricing: Theory and Mangerial Practice”

Author

Listed:
  • George E. Cressman , Jr.

    (Strategic Pricing Group, Inc., 65 Boston Post Road West, Marlborough, Massachusetts 01752)

Abstract

Noble and Gruca (1999, this issue) provide useful insights into the pricing practices managers employ. Their findings indicate managerial pricing practices are heavily dominated by internal, cost-based approaches. Particularly relevant is the absence of value-based pricing practices. Noble and Gruca's findings indicate that the emerging market orientation work has not connected to pricing practice. This work poses a significant challenge for marketing theoreticians and educators: How can managers be helped to move beyond internally focused to externally-customer-focused pricing practice?

Suggested Citation

  • George E. Cressman , Jr., 1999. "Commentary on “Industrial Pricing: Theory and Mangerial Practice”," Marketing Science, INFORMS, vol. 18(3), pages 455-457.
    • Handle: RePEc:inm:ormksc:v:18:y:1999:i:3:p:455-457
    DOI: 10.1287/mksc.18.3.455
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    References listed on IDEAS

    as
    1. Peter M. Noble & Thomas S. Gruca, 1999. "Industrial Pricing: Theory and Managerial Practice," Marketing Science, INFORMS, vol. 18(3), pages 435-454.
    2. Peter M. Noble & Thomas S. Gruca, 1999. "Response to the Comments on “Industrial Pricing: Theory and Managerial Practice”," Marketing Science, INFORMS, vol. 18(3), pages 458-459.
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