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Volume 17, Issue 8
1 August 1979
Management Decision Cover Image for Volume 17, Issue 8
Review Article| August 01 1979

Price Sensitivity of the Consumer

André Gabor;
André Gabor
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C.W.J. Granger
C.W.J. Granger
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6070
Print ISSN: 0025-1747
© MCB UP Limited
1979
Management Decision (1979) 17 (8): 569–575.
https://doi.org/10.1108/eb001212

Even the best advertising campaign may fail if the price of the product is not appropriate, yet retail prices are still determined more by rules of thumb than systematic study.

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© MCB UP Limited
1979
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