Journal Reports: Leadership

How Companies Can Get Smart About Raising Prices

Marketers too often do precisely the wrong things, alienating customers and getting little return. Here's how they can do it right.

Updated July 21, 2013 4:01 p.m. ET

How do you get customers to pay more for your products?

It's a question no company wants to face. Raise prices in the middle of a sluggish economy, and they risk alienating customers they can't afford to lose and leave themselves vulnerable to competitors.

Yet they have little choice but to ratchet up. The cost of making consumer goods...

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