Docters, Rob; Riley, Lisa C.; Gieskes, Martijn - In: Journal of Business Strategy 34 (2012) 1, pp. 15-20
Purpose – The aim of this paper is to describe a better decision framework for setting prices of goods and services, with particular focus on B2B goods sold through direct sales channels (although this may be applicable to many B2C markets also.) The focus is to link situations to pricing...