Is your price right? Every business owner is haunted by this fundamental question. Mark Stiving draws upon more than 20 years of experience in profitable pricing and delivers a practical plan to help you confidently answer. Price - itOs the most powerful marketing tool you have - and the least understood. Stiving breaks down critical pricing concepts and provides the blueprint to integrate proven pricing strategies into your growth plans. Be empowered to strengthen your pricing structure to withstand any conditions, dramatically elevating your company performance, position, and profits for long-term success. Learn how to: - Set prices that drive your market position - Implement value-based pricing to charge what customers are willing to pay - Use price segmentation to leverage value and capture new business - Cash in on complementary products and product versions with portfolio pricing - Correctly use costs to make profitable pricing decisions