Pricing commerciale e valore di marketing

Abstract: The scope of this paper goes beyond the analysis of the effects of the intensification of retail price competition on manufacturers, taking also into account the many changes that occurred in retail pricing, namely the shift: - from manufacturers' brand to private brands in the building of a price image; - from pricing products to pricing customers segments in order to change or consolidate their behaviour; - from traffic building price promotion to loyalty building price promotion; - from a pricing strategy aimed to enhance price image based on price level, to a strategy made to influence consumer perceptions based on price variation.