Table of Contents

INTRODUCTION; About the Authors; About the Guest Contributors; CH 1: Price And Fee Failures by Dan Kennedy; CH2: Discounting Without Damage by Jason Marrs; CH3: If And When You Discount, Get Quid Pro Quo by Dan Kennedy; CH 4: The Nasty Cancer of FREE by Dan Kennedy; CH 5: How to Compete with Free by Jason Marrs; CH 6: When FREE Is A Business, Not Just A Price Strategy by Darin Spindler CH 7: Antidotes to Commodity Thinking by Jason Marrs; CH 8: The Power of Preeminence As Price Strategy by Dr. Barry Lycka; CH 9: B2B Price Wars & The Way of the Warriors Who Win by Dan Kennedy; CH 10: Breaking Free of The Price-Product Link by Dan Kennedy; CH 11: The Power of Pre-Determination by Dan Kennedy;CH 12: The Secret to Price Elasticity by Dean Killingbeck; CH 13: The Making of Propositions by Dan Kennedy; CH 14: The Place Strategy That Easily And Automatically Allows Premium Prices by Dan Kennedy;CHAPTER 15: How The 'Company You Keep' Can Impact Price by Dan Kennedy; CH 16: The Deadly Trap of Bad Economics by Dan Kennedy; CH 17: How Do You Set Your Prices? by Jason Marrs; CH 18: Why Not Charge People To Buy From You? by Dan Kennedy; CH 19: When Is Abusive Pricing Smart? by Dan Kennedy; CH 20: Beware of Staff Sabotage of Price Strategy by Jason Marrs; CH 21: A Jury of Four But Only One Decides Fate by Dan Kennedy; CH 22: Price in Recessions by Dan Kennedy; SAMPLES of Jason Marrs' advertising, marketing and price strategy support tools;RESOURCES

About the Author

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