Chapter 12
Price and value
“He knows the price of everything and the value of nothing.”
In this chapter we explore
- the triumph of honest pricing
- sources of genuine premium
- the continuing starring role of the bargain.
Options are narrowing
The retail textbooks you might have seen at university talk of a number of different price positioning strategies. In the essential Retailing an Introduction, Roger Cox and Paul Brittain offer up choices between cost-oriented pricing, demand-oriented pricing, competition-oriented pricing and a mix of these that they call multi-stage pricing. Each idea is valid and, at one time, each could happily co-exist in the splendid isolation of a hard-to-compare pre-internet world.
But now there is just one pricing ...
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