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Prophet

The Shopping Channel: Marrying Brand, Pricing, and Promotional Strategy

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Published 2/19/2012


Author: James Walker

​James Walker is a senior partner at Prophet. Walker’s expertise in analytics includes brand research and analytics, brand equity modeling, marketing mix modeling, segmentation, econometrics, sales and marketing process improvement, among others. A resident of London, he is a graduate of the London School of Economics and Political Science, the University of London.

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Summary

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Is pricing strategic or tactical? Pricing is a strategic elements utilizes many tactical facotrs. Pricing is the most powerful lever to improve margin. But I would say also price and SKU strategy is where the rubber hits the road and a brand's game plan is commercially turned into sales and profit.​

© 2012 Prophet.
All Rights Reserved.


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