Sowing The Seeds Of A Rich Harvest: Research's Contribution To The Profit Equation

An integrated approach to pricing and profitability

Sunando Das
Research International
Indranil Sen
DHL Worldwide Express

INTRODUCTION

The 'buzzword' in marketing circles today is 'branding' and 'consumer insight' - following on to make 'measurement of intangibles' a sought after, albeit debatable topic.

However, can intangibles be seen in isolation from very tangible measures like price?

Whether Kotler's days of the 4 Ps of marketing or modern day's 7Ps, pricing, no doubt, remains an integral element of marketing mix.