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As the marketing manager for your product, you have been forced to take a price increase due to cost ...

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As the marketing manager for your product, you have been forced to take a price increase due to cost ...

As the marketing manager for your product, you have been forced to take a price increase due to cost pressures from your suppliers. After adjusting for customer and consumer demand fluctuations and elasticity, you feel that you have accounted for all possible reactions. Your boss, however, feels differently and says that your recommendations are not complete. What other factors, besides consumer/customers, are affected by price changes?

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Marketing Management

Edition: 13^th

Authors: Kotler, Keller

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