Mark Ritson wrote an article for MarketingWeek titled Tesla is about to experience the seven perils of discounting (January 19, 2023).
Continue reading “Mark Ritson: Why Brands Advertise and the Seven Perils of Discounting”Conjoint Analysis Can Undercut Price for Innovations
Doug Garnett wrote a blog post titled Pricing and Complexity (Part 2): Conjoint Analysis Can Undercut Price for Innovations (Feb 9 2020).
Continue reading “Conjoint Analysis Can Undercut Price for Innovations”Conjoint Analysis
Tim Stobierski wrote an article for Harvard Business School Online titled What is Conjoint Analysis and How Can It Be Used?
Continue reading “Conjoint Analysis”Brands need to build more than just salience to grow
Nigel Hollis, Chief Global Analyst, Kantar, wrote an article titled Brands need to build more than just salience to grow (3 August 2020).
Continue reading “Brands need to build more than just salience to grow”Pricing for Value, Not for Time
Giles Edwards, founder of the UK-based marketing agency Gasp, wrote a Twitter thread about pricing.
Continue reading “Pricing for Value, Not for Time”Financial Analysis for Marketers
Northeastern University marketing professor Bruce Clark wrote an article titled Financial Analysis for Marketers. He includes a diagram titled How We Get to Profit which pulls together all of the components he defines.
Van Westendorp Pricing Model
RunLin Wang wrote an article for Forbes titled How To Price Your Product: A Guide To The Van Westendorp Pricing Model. Continue reading “Van Westendorp Pricing Model”
Doug Garnett on tech startup pricing
Doug Garnett wrote a blog post titled Pricing and Complexity (Part 3): The Tech Obsession with Cheap. This post is about the proliferation of VC-backed startups offering “a premium product or service at a discount price,” including Amazon, Uber, Lyft, MoviePass, Dollar Shave, WeWork, Casper, Blue Apron, Spotify, Netflix, and StitchFix. “Yet Not a Stich of Profit to be Found.”
Parker Hannifin’s shift from cost-plus to market-based pricing
Timothy Aeppel wrote a Wall Street Journal article titled Seeking Perfect Prices, CEO Tears Up the Rules dated March 27, 2007. Continue reading “Parker Hannifin’s shift from cost-plus to market-based pricing”
Articles of Interest 