Commentary on “Industrial Pricing: Theory and Mangerial Practice”

George E. Cressman , Jr.
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George E. Cressman , Jr.: Strategic Pricing Group, Inc., 65 Boston Post Road West, Marlborough, Massachusetts 01752

Marketing Science, 1999, vol. 18, issue 3, 455-457

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?

Keywords: Pricing; Pricing Theory; Market Orientation; Marketing Strategy; Marketing Education (search for similar items in EconPapers)
Date: 1999
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Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:18:y:1999:i:3:p:455-457

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