Pricing With Confidence
10 Ways to Stop Leaving Money on the Table
Reed K. Holden and Mark R. Burton
208 pages, $29.95, Wiley
Dr. Reed K. Holden, founder of pricing consultancy Holden Advisors, and Mark R. Burton, say they have a plan for a company's products to generate more revenue—and, as experts in the field, can authoritatively say that it has nothing do to with lowering prices. Instead, they maintain, it's about generating value around a product, and having consumers find that same value in it for themselves. Their goal is to get companies away from haggling with customers over price, which hurts the bottom line and diminishes the value of goods in customers' eyes. With the authors' 10 rules for successful pricing, companies can instead focus on creative ways to sell instead of always resorting to a price drop.
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