Pricing: The third business skill: Principles of price management

摘要

The title of this book will immediately trigger a reaction in the targeted audience. Pricing is undeniably an important business skill, but why would it be third, and what are the other two critical competencies that pricing is supposed to complement? The author does not keep us in suspense and opens up the discussion by stating that the ability to (ⅰ) create and (ⅱ) sell a product or a service are the founding skills for a successful business venture, while pricing is the too-often overlooked expertise that will ensure a sustainable profitability.