Should your firm target your competitors’ customers with lower prices than the competition charges them? When might it make sense instead to offer discounts to your own customers? Under what conditions might this sort of approach – known as “targeted pricing” – backfire by driving everyone’s prices down too far? Recent research by Wharton marketing professor Z. John Zhang and several colleagues examines the complex dimensions of “targeted pricing” and suggests guidelines to help companies understand when “targeted pricing” might play an effective role in their marketing strategy.

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