Background Note | HBS Case Collection | September 2005 (Revised April 2009)

Principles of Pricing

by Robert J. Dolan and John T. Gourville


Presents the basic principles of pricing, including value pricing, price sensitivity, and price customization/discrimination. A rewritten version of an earlier note.

Keywords: Price; Marketing Strategy; Value;


Dolan, Robert J., and John T. Gourville. "Principles of Pricing." Harvard Business School Background Note 506-021, September 2005. (Revised April 2009.)