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Principles of Marketing, 17/e
book

Principles of Marketing, 17/e

by Philip T. Kotler, Gary Armstrong
January 2017
Beginner content levelBeginner
580 pages
160h 2m
English
Pearson
Content preview from Principles of Marketing, 17/e

New Product Pricing Strategies

Pricing strategies usually change as the product passes through its life cycle. The introductory stage is especially challenging. Companies bringing out a new product face the challenge of setting prices for the first time. They can choose between two broad strategies: market-skimming pricing and market-penetration pricing.

Market-Skimming Pricing

Many companies that invent new products set high ...

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Publisher Resources

ISBN: 9780134492513