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Volume 4, Issue 2
1 February 1990
Journal of Services Marketing Cover Image for Volume 4, Issue 2
Research Article| February 01 1990

A Strategic Pricing Framework

;
Hugh M. Cannon
Adcraft/Simons‐Michelson Professor of Advertising at Wayne State.
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Fred W. Morgan
Professor of Marketing at Wayne State University, where he has been a faculty member since 1977.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2054-1651
Print ISSN: 0887-6045
© MCB UP Limited
1990
Journal of Services Marketing (1990) 4 (2): 19–30.
https://doi.org/10.1108/EUM0000000002508

Discusses pricing decision making, one of the oldest marketing topics, including several pricing methods. Presents a strategic pricing framework, developed from pricing literature. Presents rules for evaluating strategic pricing alternatives. Offers a model for marketers to explain and improve pricing decision‐making.

Keywords: Cost‐plus pricing, Decision making, Pricing strategy
© MCB UP Limited
1990
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