Pricing

The textbook Pricing provides the students with pricing issues from a marketing perspective. On the introductory level, it opens the questions of various pricing aspects often neglected in marketing education. The cost side should be addressed but must not be the only guiding factor when deciding prices. The market-oriented approach requires marketing efforts, monitoring of consumers, competition, and costs, as the main factors, known as the 3Cs of pricing. Price segmentation, international pricing or ethics, and legal issues in pricing are examples of textbook chapters that will broaden the student’s knowledge of pricing and encourage thinking and discussions on practical examples.