Unfortunately, most companies have no clue how to capitalise on the direct link between pricing and profits. But how do executives and managers set the right price? Underpinned by sound empirical research and real-life anecdotes, this book addresses this fundamental question, offering guidelines any company-whether a multi-national conglomerate, a small business, or even a non-profit can follow to create a comprehensive pricing strategy for any product and service. In addition, these techniques and tools apply equally to offensive and defensive solutions whether a company wants to keep ahead of the competition, avert a slump in a recession, or offset the impact of inflation.