Commentary on “Industrial Pricing: Theory and Mangerial Practice”
Marketing Science · 1999 · Volume 18 · Issue 3
Abstract
Noble and Gruca (1999, this issue) provide useful insights into the pricing practices managers employ. Their findings indicate managerial pricing practices are heavily dominated by internal, cost-based approaches. Particularly relevant is the absence of value-based pricing practices. Noble and Gruca's findings indicate that the emerging market orientation work has not connected to pricing practice. This work poses a significant challenge for marketing theoreticians and educators: How can managers be helped to move beyond internally focused to externally-customer-focused pricing practice?
Keywords
Pricing, Pricing Theory, Market Orientation, Marketing Strategy, Marketing Education
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