Sowing the seeds of a rich harvest: research's contribution to the profit equation

Indranil Sen and Sunando Das

This paper establishes the relevance and need of an appropriate pricing construct (not price per se) in driving the profit growth and illustrates how research feeds into the construct.

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

An integrated approach to pricing and profitability

Sunando Das Research InternationalIndranil Sen DHL Worldwide Express

INTRODUCTION

The 'buzzword' in marketing circles...

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