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This Week's Article

Pricing Strategy: Appeal to the heart, and then the brain

One of the biggest mistakes many make in marketing (myself included) is in looking at pricing as an analytical exercise. Often pricing strategies are decided by creating a spreadsheet of competitors, what they charge and what is included in that charge. Another sheet is developed listing the costs of producing a product and service. Between these competitor prices (top) and cost data (bottom), a final price is determined. While these data point[...]