Confessions of the Pricing Man: How Price Affects Everything
The Psychology of Price: How to use price to increase demand, profit and customer satisfaction
amazon.com
Now we come back to what we said at the outset: price, and therefore money, is not a determinant of luxury. It is quite obvious that price on its own does not make something a luxury; an ordinary car will cost more than a luxury bag, and it is a common error to believe that to turn any product into a luxury product all it takes is to raise its pric
... See moreJean-Noël Kapferer • The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
A business therefore shouldn’t base its prices on markups it thinks customers will deem reasonable. It should instead base them on the customers’ perceptions of the value provided.
Michael W. Preis • 101 Things I Learned® in Business School (Second Edition)
If your product delivered more value than you thought customers were expecting, raise your price. But do it carefully, and in several steps. We've seen this happen many times. In the 1970s, Mercedes introduced a new SL car. The model sold out in a few months, and would-be customers were put on a waiting list of two years! Mercedes learned its mista
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