Lecture Marketing (12/e): Chapter 13 – Kerin, Hartley, Rudelius
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Chapter 13 – Building the price foundation. After reading chapter 13, you should be able to: Identify the elements that make up a price, recognize the objectives a firm has in setting prices and the constraints that restrict the range of prices a firm can charge, explain what a demand curve is and the roles of revenues in pricing decisions,...
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