Many distributors have been drawn into price wars, in part due to a dramatic drop in sales volume for many. To learn how
distributors can more effectively react when challenged on price, MDM spoke with pricing expert Mark Bergen of the University
of Minnesota, who has been studying the effects of price wars and how to fight them for more than two decades.
Bergen says that companies often miss the mark in their responses to a price war. This article looks at why the customers'
perspective becomes the most important factor when determining how to react.
Amazon, Wal-Mart and Target have been making headlines in the past month over their hard-cover book price-cutting battles.
According to reports, Wal-Mart sparked