Pricing strategist Mark Stiving dares you to take a fresh look at the framework behind your product price, and asks—how can you make a greater impact?

Stiving empowers you to revaluate your pricing approach, urging you to stop focusing on price as a means to sell and start focusing on price as a tool to drive profits and grow your business.

Breaking down critical pricing concepts, Stiving presents you with applicable strategies to strengthen your pricing structure and in turn, drastically increase your company performance and profits. Starting with the fundamentals, you're given a priceless lesson in value-based pricing, learning how to determine what a customer is willing to pay—increasing your profit margin almost immediately.