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Beyond the Many Faces of Price: An Integration of Pricing Strategies

The author reviews the field of pricing strategy and constructs a unifying taxonomy of the many strategies described in the literature. The taxonomy is based on the simple proposition that all the strategies have a common denominator—shared economies among buyer segments, across firms, or among products. The author presents the strategies in comparable terms, emphasizing the principles underlying each and demonstrating the relationship among strategies, the circumstances in which each can be used, and the legal and policy implications of each.