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A Groundbreaking Pricing Model for the New Business LandscapeWhy would any customer choose Brand X over Brand Y, regardless of price? In a word: Value.When customers feel they are getting good value from your product or service, they are more than happy to pay more-which is good news for you and your business. Even in today's global market-with its aggressive competitors, low-cost commodities, savvy consumers, and intangible digital offerings-...

Far too little work has been done around the question of value, this is a notable contribution to the field. .....This book will give you a head start in communicating the value inherent in your goods and services to the stakeholders who matter most to your business...your customers". David Thorp, Director of Research and Professional Development, The Chartered Institute of Marketing "The contents of this book are at the very heart of understa...