The Founding Principles and Strategies of Pricing

Abstract

In this chapter, we follow the growth of the pricing discipline, especially through the ideas of one of the earliest of pricing's pioneers: Dan Nimer. The Nimer influence on pricing has been foundational, sewing seeds for the growth and development of various pricing fields and subfields – pricing objectives and pricing strategy, value-based pricing, costing and pricing, financial analysis of pricing, and price sensitivity. The ideas we present in this chapter originated largely with Nimer, many in his own voice. We interweave them with the ideas of other contributors to the pricing discipline to show the development of the field. Dan taught many foundational pricing concepts; they are captured in seminars and articles kept through the years. Founding pioneer to pricing, Nimer's influence will remain long into the new century as pricing enters a new phase as a strategic capability of the firm.

Citation

Smith, G.E. and Nimer, D. (2012), "The Founding Principles and Strategies of Pricing", Smith, G.E. (Ed.) Visionary Pricing: Reflections and Advances in Honor of Dan Nimer (Advances in Business Marketing and Purchasing, Vol. 19), Emerald Group Publishing Limited, Leeds, pp. 13-44. https://doi.org/10.1108/S1069-0964(2012)0000019007