=+1. All customers should be treated fairly. Firms should not differentiate among customers who are paying the

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=+1. All customers should be treated fairly. Firms should not differentiate among customers who are paying the same fee for a service. Some customers are more profitable than others, but firms should set prices that accommodate those fluctuations.

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Contemporary Marketing

ISBN: 9780324536386

13th Edition

Authors: Louis E. Boone, David L. Kurtz

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