The book that moved pricing from an afterthought to a critical dimension of strategy. Now in its fifth edition.
Understanding value and capturing it in an effective pricing strategy is a critical competency for all companies. This book defines the state of the art in the field.
The concepts espoused in this book taught us to focus on how we deliver superior value to our customers, and thereby enabled pricing strategies that have driven both our growth and profitability.
President and General Manager
The New York Times
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