Finding the glass slipper

Douglas West

This is a summary of an article which appeared in MIT Sloan Management Review. It discusses pricing, which the authors describe as the Cinderella of marketing.

Best in Brief: Finding the glass slipper

(MIT Sloan Management Review)

Shantanu Data

Mark Bergen

Daniel Levy

Mark Ritson

and

Mark Zbaracki

 

Pricing is the Cinderella of marketing. It has generally been seen as tactical rather than strategic, and considered...

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