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Pricing can be one of the most complex topics in business. About twenty years ago I read through what I consider to be THE book on the subject, "The Strategy and Tactics of Pricing":


What I learned was invaluable. I do have to warn you, the book lays it all out. This is excellent, of course. However, what happens is your level of confusion as to how and why to price using a certain approach will grow as you progress through the book.

Somewhere past the middle things start to coalesce and your choices become clearer. Again, this depends on the nature of the product.

Please note this is not a critique of the book at all, it's excellent, this is a complex topic and it is only natural to be confused before reaching clarity.

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