This article is from December 2008: If your pricing
strategy is more than a few months old, it’s already
obsolete. The global economic crisis has whipsawed the
primary drivers of pricing: consumers’ willingness to
spend, competitors’ prices, and company economics. But
downturns don’t have to be all bad news. With strategic
pricing you can lower perceived prices, manage the risk
of price wars, and respond rapidly to price changes. The
result can be greater market share and a business that
goes up, even as others go down. pdf