by John Hogan and Tom Nagle
As any experienced marketer knows, developing strategy is one thing—managing the process to embed that strategy in the organization is quite another. All too frequently, companies make substantial investments in more effective pricing strategies and then fail to reap the expected return on that investment because they didn't sufficiently invest in implementation. The truth is that implementing effective pricing strategy involves changing the expectations and behaviors of all of the actors involved in the sales process. Successful implementation requires targeting specific undesirable behaviors and devising a detailed plan to change them. There are three main ways to affect these behavioral changes. ... cont'd
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