Pricing on Purpose

Download or read book Pricing on Purpose written by Ronald J. Baker and published by John Wiley & Sons. This book was released on 2010-06-10 with total page 402 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 value—long established in the economics profession—and how any business can use various pricing strategies to communicate and capture the value of their products and services.