Chapters in this book

1. Frontmatter i
2. Contents v
3. Preface vii
4. PART I. Behavioral Economics of Everyday Pricing Decisions
5. 1 Pricing Orientation . Pricing Strategy 1
6. 2 Framing and Strategic Frames of Reference 24
7. 3 Psychological Pricing Orientation: Psychological Price-Setting Biases and Skills 58
8. 4 Social Pricing Orientation: Cultural Price-Setting Biases and Skills 88
9. PART II. Behavioral Economics of Cardinal Pricing Orientations
10. 5 Cost-Driven Pricing Orientation Biases and Skills 123
11. 6 Customer Value–Driven Pricing Orientation Biases and Skills 160
12. 7 Customer Willingness-to-Pay–Driven Pricing Orientation Biases and Skills 201
13. 8 Competition-Driven Pricing Orientation Biases and Skills 243
14. 9 Balanced Pricing Orientations, Profitable Pricing Strategy 280
15. Notes 303
16. Index 323