4Price and Pricing
Pricing is the moment of truth—all of marketing comes to focus in the pricing decision.—Raymond Corey
There are many price-related processes affecting or being executed by different people within a company. Stakeholders within a company may not have a complete view, a shared understanding, or a common sense of the purpose of all processes. For instance, even if the purpose of the process is understood well, some of the control-oriented steps may be perceived as "bureaucratic" procedures without bottom-line benefit and therefore as impediments to work around creatively.
We need to understand the different levels at which decisions are made. The focus of this book is not on pricing strategy at the boardroom ...