management
& marketing
Challenges for the Knowledge Society
ISSN 2069–8887
ISSN-L 1842-0206
The official journal of the
Society for Business Excellence
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Management & Marketing no. 4/2008

Price determination and price strategy in the marketing view
Abstract. Taking into account the four marketing politics, the price may seem to hold a special place both in theory and practice. This assertion is sustained by the fact that some specialists consider prices a variable unable to be controlled by a company, while others are adepts of another theory according to which there is a real possibility of using the price in the company’s best interest, whether on short but most of all on long periods of time. Like in many other circumstances, taking also into consideration what has already been proved in the field, the truth may lie somewhere in between, meaning the price cannot be controlled by a company like other market poles, as product policies of distribution and promotion, but at the same time it cannot be considered an external variable, impossible to be used in marketing terms.
Keyword: price, consumers, demand, price sensitivity measurement.
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