A Refresher on Price Elasticity
Harvard Business Review
AUGUST 21, 2015
In fact, determining price is one of the toughest things a marketer has to do, in large part because it has such a big impact on the company’s bottom line. Gasoline is a good example here because most people need it, so even when prices go up, demand doesn’t change greatly. This is not what companies tend to do in practice.
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