Price – Between Economic Theories and Marketing
This article emphasizes that price is a multidimensional concept that, due to its economic and psychological valences, becomes both a macroeconomic and a microeconomic tool that the enterprise can use as basic tool in taking strategic and tactic decisions. Given its universality and complexity, it has been the object of research for several economic-social sciences; marketing ensures a multilateral approach meant to define attitudes and behaviour of the enterprise that can meet the requirements of the market. Price in an enterprise should not be approached only from the operational point of view but also from the strategic point of view, since it represents one of the tools of the marketing mix and it has the ability to measure the value offered to consumers and to contribute to generating the financial results of the enterprise.
Volume (Year): 60 (2012)
Issue (Month): 2 (May)
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