Price for today and tomorrow
by Ouriel Lancry and Darrell Rigby
Most companies need to lower prices in a downturn. But the range of outcomes can vary widely. And pricing decisions made now are likely to affect customers' perceptions for a long time to come. What matters most is how effectively companies manage pricing.
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Protect and grow customer loyalty
by Rob Markey and Darrell Rigby
Loyal customers cost less to serve. They concentrate spending with companies they trust. And they help stretch marketing dollars through word-of-mouth referrals. The powerful advantages of customer loyalty help explain why the biggest changes in market share occur during downturns.
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