market oriented pricing is the ultimate pricing strategySuggested reading list1) Kotler, et al. 2013. Principles of Marketing. 6th European ed. pp. 300-350. Essex: Pearson Education Limited.2) Doyle, P., 2008. Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. 2nd ed. Chicester: John Wiley & Sons, Ltd3) Hinterhuber, A., 2008. Customer value-based pricing strategies: why companies resist. Journal of Business Strategy. 29, 4, pp. 41 ? 50. Available at http://www.hinterhuber.com/uploads/articles/pricing/Customer%20value%20based%20pricing%20strategies_obstacles_JoBS_2008.pdf .4) Gronroos, C, 1998. Defining Marketing: A Market Oriented Approach. European Journal of Marketing, 23,1, pp. 52-60. Available at http://cc.jlu.edu.cn/Download/99609193-1417-4fed-857e-da827f6aab55.pdf.!
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