Foreword to the book "The Pricing Journey"

Stanford University Press

The book "The Pricing Journey" by Stephan Liozu is one of the best books highlighting the organizational implementation of value-based pricing. The foreword discusses the difficulties of actually changing selling prices.



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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