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Pricing on Purpose

Creating and Capturing Value

The book explores the concept of value-based pricing, arguing that businesses should set prices based on the value perceived by the customer rather than solely on costs or competition. It provides strategies and insights on how to shift from a cost-plus to a value-driven pricing model, emphasizing the importance of understanding customers' needs and willingness to pay.

Key points:

1. Value-Based Pricing: Set prices based on what customers are willing to pay, considering their needs and the benefits they get, not just costs or competitors.

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