Response to the Comments on “Industrial Pricing: Theory and Managerial Practice”

Peter M. Noble and Thomas S. Gruca
Additional contact information
Peter M. Noble: College of Business, Humboldt State University, 1 Harpst Street, Arcata, California 95523
Thomas S. Gruca: College of Business, University of Iowa, Iowa City, Iowa 52242-1000

Marketing Science, 1999, vol. 18, issue 3, 458-459

Abstract: The authors thank We would like to thank George E. Cressman, Jr. for his comments on their paper, “Industrial Pricing: Theory and Managerial Practice.” This study had its origins in the thesis of the first author, who entered a doctoral program in marketing after spending 18 years in the heavy equipment industry. In that period he spent a lot of time setting prices and trying to predict future price changes by competitors. His industry experience suggested that the market-oriented pricing strategies discussed in the marketing literature are not used as extensively in practice as we might like to believe. The results of the study do confirm this suspicion, although not to the extent suggested in the commentary. It is important to understand how many firms are operating with a purely internal focus for their pricing strategy.

Date: 1999
References: View complete reference list from CitEc
Citations: View citations in EconPapers (56)

Downloads: (external link)
http://dx.doi.org/10.1287/mksc.18.3.458 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:inm:ormksc:v:18:y:1999:i:3:p:458-459

Access Statistics for this article

More articles in Marketing Science from INFORMS Contact information at EDIRC.
Bibliographic data for series maintained by Chris Asher ().