The price component within the marketing mix is back on the front with industry terms like: price leadership, EDLP, EDFP, Hi-lo, etc. But what are the price realities in the European marketplace? What is the true role of prices and how has the Euro changed the landscape?

Prof. Arnd Huchzermeier, WHU

Jean-Jacques Vandenheede, AC Nielsen

Prof. Ludo van der Heyden, INSEAD