Smarter Pricing: How to capture more value in your market (Financial Times Series)

1. Pricing By Voodoo Or Bingo? -- There's A Better Way -- 2. When They Say Price, They Really Mean Value -- 3. What Would You Pay For This? : Perils And Pitfalls Of Pricing Research -- 4. Price Discrimination -- Segmenting By Price Sensitivity -- 5. Customers Behaving Badly -- How Pricing Can Help -- 6. Standing Out From The Crowd -- Pricing's Role In Positioning And Differentiation -- 7. Competing With Value Players -- Hit Back With Benefits -- 8. Fighting Price Wars -- Planning To Escape Pain -- 9. Fixing The Right Price -- Structures, Segments And Stairways -- 10. Communicating Prices -- Creating Positive Perceptions -- 11. Why Pay More? : How To Get Higher Prices -- 12. Pricing Success -- Keeping Discipline, Measuring Results. Tony Cram. Includes Bibliographical References And Index.