Price: Understanding and Capturing Customer Value

most important factors determining a

company's market share and profitability.

Price is the only revenue-generating

element in the marketing mix; All other

factors are costs. Price is also one of the

most flexible elements of the marketing

mix. Unlike product features and channel

commitments, prices can change quickly.

At the same time, price is the biggest 

concern for many marketing leaders, and 

many companies don't handle price very