This book, first published in 1971, reports on the first detailed study of pricing decisions ever made in the UK. Based on case studies, it shows precisely how thirteen pricing decisions were taken. In doing so, it reveals the objectives pursued by these firms and how conflicts between these objectives were resolved.

1. What the Book is About 2. The Check List Analysed 3. The Pricing Check List 4. The Firm's Objectives 5. Pricing Objectives 6. Some Conclusions About Objectives 7. External Information For Pricing Decisions 8. Internal Information Required For Pricing Objectives 9. The Pricing Decision 10. The Pricing Decisions 11. Conclusions 12. Recommendations