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Price has always been a roller coaster ride for brand marketers. A modest increase in price can boost operating profit. On the other hand, a slight decrease can shrink profit dramatically. Given the competitive marketplace nowadays, there are times when both changes in pricing make sense. Either way, the goal is what consultant Mike Sherman calls "pricing excellence."But what one company calls pricing

Price has always been a roller coaster ride for brand marketers. A modest increase in price can boost operating profit. On the other hand, a slight decrease can shrink profit dramatically. Given the competitive marketplace nowadays, there are times when both changes in pricing make sense. Either way, the goal is what consultant Mike Sherman calls "pricing excellence."

But what one company calls pricing excellence can be called silly -- or worse -- by another company. Let's take Procte

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