Explores the importance of pricing, one of the four Ps (product, promotion,
place, and price) of marketing, that is largely ignored in business literature.
This book presents the theory of value and how any business can use various
pricing strategies to communicate and capture the value of their products and
services."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.
