文章基本信息

标题：Teaching Integrated Pricing Strategy: Comcast as a Case in Point
本地全文：下载
作者：Brian A. Vander Schee ; Timothy Aurand ; Sylvia Suszek 等
期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2010
卷号：16
期号：1
页码：36
出版社：Marketing Management Association
摘要：Students in Principles of Marketing often have little appreciation for the importance of pricing strategies. Given the emphasis on promotion in the marketing mix, students at this level often view marketing as advertising or selling and consider pricing as an afterthought. Instruction on pricing perpetuates this lack of awareness when pricing strategies are presented as mutually exclusive. The Comcast case as detailed in this paper provides a comprehensive yet concise overview of several key concepts in pricing. Its main value to marketing educators is in demonstrating how a company can use an integrated pricing strategy to increase revenue and customer satisfaction