February 2004
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138 Reads
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16 Citations
The Marketing Review
This article focuses on price as an important part of the company strategy. Using this as our point of departure, we will be highlighting and discussing some of the significant future perspectives for price as a strategic tool. To a large extent, price is a strategic management tool, which is not always easy to plan or set, but which will be influenced by a large number of internal as well as external company factors. An increased focus on price as a part of the company strategy is recommended.