The Importance of Price in International Business Development

Abstract

Pricing is an important issue in international marketing. In this article the author discusses the concept of price, how to respond to price change in international markets, the marketing mix and price, customer response to price changes, setting objectives for international pricing, key questions to ask in international pricing, and the threat of competition in international pricing. The article also discusses how to meet competition in international markets.

Citation

Lancioni, R.A. (1989), "The Importance of Price in International Business Development", European Journal of Marketing, Vol. 23 No. 11, pp. 45-50. https://doi.org/10.1108/03090569010000764