Presents the thinking from preeminent pricing thought leaders from North America, Europe, and Asia who originally came together many years ago to encourage the

In this book, the world’s foremost experts on pricing integrate theoretical rigor and practical application to present a comprehensive resource that covers al

The must-read summary of Watts Wacker and Jim Taylor's book: "The Visionary's Handbook: Nine Paradoxes That Will Shape the Future of Your Business". This comple

Value-based pricing – pricing a product or service according to its value to the customer rather than its cost – is the most effective and profitable pricin

Winner, 2022 Leonard L. Berry Marketing Book Award, American Marketing Association How do leaders, managers, and proprietors go about the essential task of sett