Combining perceptive insights from behavioral economics with leading-edge ideas on price management, this book offers a new approach to pricing. Gerald Smith demonstrates why understanding, reframing, and refining everyday pricing processes-one's pricing orientation-results in a better long-term pricing strategy. Publisher: Columbia University Press Author(s): Dr. Gerald Smith Illustration(s): 145 figures and tables Number of pages: 352 Publication date: 2021 Dimensions: 162 x 236 x 29 Cover type: Hardback