Price like you mean itRonald Baker is well known in the accounting profession for his crusade against the billable hour, for which he's made frequent appearances on Accounting Today's Top 100 Most Influential People list, but his interest in pricing extends beyond accounting, as his latest book, Pricing on Purpose: Creating and Capturing Value, shows. Aimed at executives in all kinds of businesses, the book maintains that much of the thinking on pricing is based on myths and misconceptions. Customer perception is what creates value, Baker argues, not the effort and resources a company expends, and this gives businesses a great deal of scope in the art of pricing. Full of real-life examples from a wide range of industries, and with deep roots in economics and business philosophy, the book makes a fascinating case.
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