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

Principles of Pricing

by Robert J. Dolan and John T. Gourville

Abstract

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;

Citation:

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