OnDemand WTP Pricing Research

Tag: Barzelay

Book: Contextual Pricing – The Death of List Price & the New Market Reality

Book: Contextual Pricing – The Death of List Price & the New Market Reality

Summary: A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990’s belief in “value.” Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can […]