Business planners will want to read this book. The author is a professor, but he is very readable, the topic is important to all businesses.
Most American companies set prices by the ‘cost plus’ model, though there are much better ways.
“Pay as you wish” pricing
Why the best things in life are free
The art of price wars
The automatic markdown
Name your own price
Subscribe and save : pricing for marketing profitability
The snob premium
Pay if it works.
Hardcover, 200 pages.