Standard Article

International Pricing Objectives and Strategies

Part 6. International Marketing

  1. Matthew B. Myers,
  2. Marcel M. Zondag

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem06005

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Myers, M. B. and Zondag, M. M. 2010. International Pricing Objectives and Strategies. Wiley International Encyclopedia of Marketing. 6.

Author Information

  1. University of Tennessee, Knoxville, TN, USA

Publication History

  1. Published Online: 15 DEC 2010


The price paid for a good or a service represents its customer value. Because of this characteristic, pricing plays a unique role in the marketing mix both as a strategic tool and a dimension of day-to-day marketing decisions. Nevertheless, pricing is largely neglected in international marketing literature, specifically in the field of B2B transactions, the topic of this article. The authors present an overview of current international pricing literature and discuss the many different pricing decisions that international marketers face. Using the “value management” concept, the authors make suggestions for future research and provide practical guidelines for the development of a consistent international pricing strategy.


  • pricing;
  • international pricing;
  • global strategy;
  • segmentation;
  • customer value;
  • B2B marketing