Price management in financial services

Authored by: George J. Avlonitis , Kostis Indounas

The Routledge Companion to Financial Services Marketing

Print publication date:  December  2014
Online publication date:  December  2014

Print ISBN: 9780415829144
eBook ISBN: 9780203517390
Adobe ISBN: 9781134095551


 Download Chapter



A review of the literature on financial services pricing reveals that a number of authors have underlined the importance of pricing for financial services providers:

The price component of any marketing mix has a number of important roles to fulfill. First, and perhaps most importantly, it affects revenue and therefore profitability. Second, it is a competitive tool that can be used to exploit market opportunities and, third, it contributes to the image created for the product within the marketing mix. In broad terms, the role of pricing in a marketing context is to determine a price, which will produce the desired level of sales in order to meet the objectives of the business strategy.

Hughes 1990: 112

Search for more...
Back to top

Use of cookies on this website

We are using cookies to provide statistics that help us give you the best experience of our site. You can find out more in our Privacy Policy. By continuing to use the site you are agreeing to our use of cookies.