Chapter 11 THE PRICING PLAN
INTRODUCTION
Those readers who believe they already know enough about pricing can go straight to Chapter 12.
The first important point to be made about the pricing plan is that very rarely is there a pricing plan in a marketing plan!
The reason is not too hard to find. Promotion, in all its various forms, can be managed and measured as a discrete subset of the marketing mix. So too can marketing channels. But while the product ...
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