Pricing by voodoo or bingo? - there's a better way -- When they say price, they really mean value -- What would you pay for this? Perils and pitfalls of pricing research -- Price discrimination - Segmenting by price sensitivity -- Customers behaving badly - how pricing can help -- Standing out from the crowd - pricing's role in positioning and differentiaion -- Competing with value players - hit back with benefits -- Fighting price wars - planning to escape pain -- Fixing the right price - structures, segments and stairways -- Communicating prices - creating positive perceptions -- Why pay more? how to get higher prices -- Pricing success - keeping discipline, measuring results -- Smarter pricing - the five-minute version -- The last word on price

1. Pricing
2. Marketing -- Management