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Car manufacturers offer a whole list of optional accessories at additional prices. For the individual customer, putting together one’s own package of options can be a tiresome chore. It can also be a bit of a shock, once the customer tallies up the separate prices for each option and looks at the grand total. This can be a strain for the manufactur
... See moreHermann Simon • Confessions of the Pricing Man: How Price Affects Everything
What they found How they made their buying decision
Kristin Zhivago • Roadmap to Revenue: How to Sell the Way Your Customers Want to Buy
Center for a New American Dream, a nonprofit devoted to making American lifestyles socially and ecologically sustainable.
Juliet B. Schor • True Wealth: How and Why Millions of Americans Are Creating a Time-Rich,Ecologically Light,Small-Scale, High-Satisfaction Economy
Branding creates expectations because branding increases the perception of value.
Dan Ariely • Dollars and Sense
Coming out of the industrial age, when mass-produced goods outperformed anything you could make yourself, this sudden tilt toward consumer involvement is a surprise.
Kevin Kelly • The Inevitable: Understanding the 12 Technological Forces That Will Shape Our Future
People tend to make buying decisions for commoditized goods and services based on one metric: price.
MJ DeMarco • The Millionaire Fastlane: Crack the Code to Wealth and Live Rich for a Lifetime
Sharing data around shifting trends in consumer behavior.
Martina Lauchengco • Loved: How to Rethink Marketing for Tech Products (Silicon Valley Product Group)
Powerful suppliers will charge higher prices or insist on more favorable terms, lowering industry profitability.
Joan Magretta • Understanding Michael Porter: The Essential Guide to Competition and Strategy
