"Elevating the cost of doing nothing: an interview with Mark Shafer" by Andreas Hinterhuber, Evandro Pollono (Hinterhuber & Partners) and Mark Shafer (The Walt Disney Company) published in the Journal of Revenue and Pricing Management

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Pricing is the most important driver of profits; surprisingly, it is also the area most executives overlook.
This research shows how to overcome common Pricing misconceptions.
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