As the general public has become more aware of pricing and the
pricing actions of organisations in recent years, the focus on
pricing as a marketing decision area has intensified. Price
management introduces the fundamental principles of pricing in a
clear, accessible manner. The approach is that pricing is a
long-term decision that must be made in a thorough and systematic
way. Businesses should adopt a proactive approach to pricing in
order for them to achieve their marketing and organisational goals.
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