Concepts and Methods for Effective Marketing.

Pricing is increasingly coming to be seen as one of the most important elements in marketing strategy. Andre Gabor's classic book, now available in a new edition, explains what the options are and how to apply them. Its central theme is that price as a marketing tool cannot be fully effective unless it is customer-oriented.

The book is in two parts. Part I reviews existing practices, while Part II shows how customer attitude and behaviour can be explored and the results applied methodically to the pricing of both new and established products and services. The text has been carefully revised for this second edition, which includes new material on costing and pricing in inflation, transfer pricing and many other issues. Four detailed case histories have been added, together with an appendix on price forecasting and another on conjoint measurement.