PRECISION PRICING (Sky's No Limit Handbooks for Marketers Series Book 1)

This book was written basically for beginning and intermediate marketers. Experience shows that beginning marketers have practically no idea how important price is to the marketing of a product, especially one that is especially innovative or newly introduced to a particular target market. Intermediate marketers, on the other hand, understand the importance of establishing the correct price, but usually have little theoretical basis for determining "the right price at the right time" (usually meaning, at this point in the expected marketing life cycle of their product).

The main value you should receive from this book is to learn the attitude of setting price as a marketing strategy instead of pricing by trying to "guess right". There will always be an experimental element to pricing, because the perceived value of almost any product in any marketplace is somewhat (and in some cases, mostly!) psychological -- but that doesn't mean we can't understand how price might work to influence the potential purchaser, either for or against what we've got to offer. For most products or services, the price seen by a customer is not incidental to his buying decision; it may even be crucial! The ultimate goal is to "Price it right the first time."