Author:

Dan S. Kennedy & Jason Marrs

Full Title:

No B.S. Price Strategy: The Ultimate No Holds Barred, Kick Butt, Take No Prisoners Guide to Profits, Power, and Prosperity

Synopsis:

This book challenges the notion that low prices attract customers. Kennedy and Marrs contend that pursuing low prices leads to business decline. They examine the psychological factors influencing consumers to pay premium prices for certain brands and explain how businesses can redesign their offerings to become resistant to price competition. The text addresses strategies for price presentation, the application of decoy pricing, and emphasizes the significance of establishing authority rather than functioning solely as a vendor. It serves as a guide for transitioning from a cost-plus approach to a value-based pricing model that enhances profit margins.