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  • September 2005 (Revised April 2009)
  • Background Note
  • HBS Case Collection

Principles of Pricing

By: Robert J. Dolan and John T. Gourville
  • Format:Print
  • | Pages:10
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Abstract

Presents the basic principles of pricing, including value pricing, price sensitivity, and price customization/discrimination. A rewritten version of an earlier note.

Keywords

Price; Marketing Strategy; Value

Citation

Dolan, Robert J., and John T. Gourville. "Principles of Pricing." Harvard Business School Background Note 506-021, September 2005. (Revised April 2009.)
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About The Authors

Robert J. Dolan

Marketing
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John T. Gourville

Marketing
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More from the Authors
  • Amazon, Expedia, and Anti-Trust: Meeting Legal and Ethical Responsibilities to Customers By: Robert J. Dolan
  • Topgolf International (B): Merger with Callaway Golf By: Robert J. Dolan
  • Topgolf International (A): Architecting the Product Portfolio By: Robert J. Dolan
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