oa Journal of Marketing - Pricing metrics
|Article Title||Pricing metrics|
|© Publisher:||Future Publishing|
|Journal||Journal of Marketing|
|Publication Date||Feb 2007|
|Issue||Feb / Mar 2007|
'The cost of ... lack of sophistication in pricing is growing day by day. Customers and competitors operating globally in a generally more complex marketing environment are making mundane thinking about pricing a serious threat to the firm's financial well being' writes Farris, Bendle, Pfeifer and Reibstein (2006) in their book Marketing Metrics.
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