Chapter 9: Pricing the Product

9.1 Pricing perspectives

9.2 Pricing objectives

9.3 Pricing approaches

Section 9.1 Pricing Perspectives, Section 9.2 Pricing objectives, and Section 9.3 Pricing approaches are edited versions of the chapter ‘9. Pricing the product’ from the textbook ‘Introducing Marketing, First Edition, 2011’ authored by John Burnett – this book was published under The Global Text Project, funded by the Jacobs Foundation, Zurich, Switzerland.

The following changes were made to the most recent edition: Divided ‘Chapter 9. Pricing the product’’ into three sections; Removed United Techtronics Case; Added learning objectives for sections 9.1, 9.2 and 9.3.