Janus and the Changing Face of Pricing Research
Pricing is one of the most powerful marketing levers. It represents the harvesting of all communication and brand architecture investments; it also brings a golden opportunity to communicate what your brand is worth vis-a-vis competitive offerings. Get your price right and you can maximize profit and strengthen your brand – get it wrong and you can lose revenue, confuse consumers, or even start a price war.
It's not surprising that pricing research never goes out of fashion. But ad-hoc research has its place – great...