Price is one of the most difficult decisions faced by any company. Together with the lack of scientific interest (especially among marketing scholars) in the area of pricing, this complexity has contributed dominance simplified, cost-based formulas when prices are levied. Proffers an alternative approach based on the concept of profit margin and the need to take into account only those expenses that are directly related to a specific decision pricing approach, which is particularly useful when a company decides to change its price. In addition, empirical studies on the practical application of this approach are also presented. "Hide
by Kostis Indounas Source: Business Horizons 10 pages. Publication Date: September 15, 2006. Prod. #: BH211-PDF-ENG
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