Unless a product is to be given away, it must have a price. Setting a price is more than picking a 'suitable' figure out of the air: it is an important element of marketing and needs serious and systematic consideration not least of customer attitudes to price. The tactical use of price is also very much a part of ongoing marketing activity. This chapter reviews the way things work with regard to price.

Inspec keywords: pricing; consumer behaviour

Other keywords: customer attitudes; product pricing policy; marketing; pricing tactics; systematic consideration

Subjects: Financial management