The Top 5 Myths of Strategic Pricing

by John Hogan and Joe Zale

The devil really is in the details. You've heard that old saw before, but when it comes to strategic pricing, the devil is also sneaking around your strategy. As a result, someone in your organization is making mistakes today that you'll need to correct. Over and over again, companies make fundamental blunders in their pricing strategy. A common reason for this is that managers carry rules and techniques from one environment into another. What may work in one situation becomes merely myth in another. Are you buying into any of the following myths?... cont'd

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