Contents
Part 1 The Journey from Product to Context
1 Context and the Death of List Price
2 Why Value Matters Less with Competition
3 Which Contexts Matter to You?
Part 2 Pricing for Poets and Profit Maximizers
7 Scientific Bundling and Tiering
8 Dangerous Ways to Reduce or Increase Price
Part 3 Pricing Programs and the Marketing Mix
9 Segmentation, Context, and Time
10 The Hinge of Fate: Pricing Strategy
11 Higher Return: Introductory Pricing Strategies
12 Brand, Messaging, and Competition
14 Cheap and Cheerful Pricing Tools
15 Key Contextual Data Is Not in Your Company’s Database ...
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