The Ultimate List of Great Books on Pricing
Individual Book Review:
Contextual Pricing: The Death of List Price and the New Market Reality
Book Author: Michael Barzelay and Robert G.Docters.
Contextual Pricing explains how consumers are influenced more by comparison points and contextual messages than by actual price levels. It explains how, if context is strategically managed, identical products can sell at entirely different prices to the same target customer.
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