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“Pricing of goods and services is a critical decision that creates immediate competitive advantage. This book explains the principles of pricing clearly and concisely. It seamlessly knits concept and practice. It is a useful text book but also useful to practicing managers charged with challenging task of pricing goods and services. I strongly recommend the book to practitioners and students.”
– Professor Abby Ghobadian FBAM, FAcSS, CCMI, Professor of Management, Henley Business School, United Kingdom.

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