Pricing on Purpose

Pricing on Purpose

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Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature. Pricing is the opportunity for a business to capture the value of what it provides to the customer, and deserves as much attention as promotion, product and place in the marketing strategy of any business. This book calls attention to the market share fallacy, explains the difference between cost-plus pricing and value pricing, and provides best-practice pricing examples. It presents the theory of valuea€”long established in the economics professiona€”and how any business can use various pricing strategies to communicate and capture the value of their products and services.Since people tend to buy emotionally and justify intellectually, the study of pricing psychology is a worthwhile endeavor. ... when the scope differs from expectations , utilizing a change order, such as in the contracting or auto repair industries.

Title:Pricing on Purpose
Author:Ronald J. Baker
Publisher:John Wiley & Sons - 2010-06-10


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