Foreword by Adrian Payne

Enterprises everywhere are recognizing the need to become more customer-focused, but struggle to determine how to achieve this. This compelling book explains how a new innovative approach to pricing—“FairPay”—can help achieve this goal through a radical shift in considering how to price products and services. Pricing is not an area that executives consider with great excitement, yet the approach outlined by Richard Reisman promises to be transformative both in practice and theory. It is likely to receive great interest from enterprises, especially those offering digital products and services where the marginal cost of producing a further unit is close to zero.

Today it is common, for most suppliers, to set a price and ...

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