Developing a Successful Pricing Strategy

Marco Bertini, Assistant Professor of Marketing, talks about developing a successful pricing strategy.

Don’t Just Set Prices, Manage them Strategically

How much should a company charge for its products or services? Many companies don’t know how to answer this question, and instead let customers and competitors drive their pricing decisions. To keep prices consistent and profitable, companies need to adopt a consistent pricing structure. By strategically managing price structure, the pricing process, and value-based communications, companies can achieve greater profits.