Ditch the Discounts: How to Sell at Full Price Despite the Competition

Companies do not want to discount their products or services. They do so because they feel trapped by the ‘Competitive Herd’. This book is designed for CEO’s and Board Members concerned about the direction and future profitability of their company. Psychologists have discovered that a brand based on a discounting strategy cannot survive over a 20 year period. This is because of the effect of discounting on a Brand.