Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

Chapter 3. Entrepreneurial Pricing—An Often-Misused Way to Garner Extraordinary Profits

Pricing

Pricing is typically the most difficult marketing decision for most firms. It is also probably the most important because it ultimately determines how much money a company can make. In today’s world, you not only have to price products that have significant manufacturing costs, or services with large human elements in delivery, but also intellectual property that can be replicated for essentially zero cost on the Internet. Unfortunately, some managers think pricing is much too easy. They use very comfortable, precise rules for pricing. These simple ...