Pricing on Purpose

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Pricing on Purpose: Creating and Capturing Value

The book presents the theory of value—long established in economics—and details how any business can use various pricing strategies to create, communicate, and capture the value of their products and services. It takes a new approach of focusing on the external value as perceived by the customer and advocates matching price to value. Written in everyday language so it’s valuable to beginning executives as well as professional pricers and marketers, it covers:

  • What and how people buy
  • The fallacy of commodity thinking
  • The five Cs of value
  • The market share myth
  • The difference between cost-plus pricing and value pricing
  • A comparison of the Subjective Theory of Value and the Labor Theory of Value
  • Customer segmentation strategies

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