Kamikaze Pricing
Marketing Management
Summer 1998

Abstract:
Price is the weapon of choice for many companies in the competition for sales and market share. The reasons are understandable; no other weapon in a marketer's arsenal can be deployed as quickly, or with such certain effect, as a price discount. However, the advantage is often short-lived and managers rarely balance the long-term consequences of deploying the price weapon against the likely short-term gains.

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