Finding the right price for your product or service often feels more like an art than a science. Today's consumers are more price-sensitive and cost-savvy than ever. Price a product too high and you may limit your market. Price too low and not only will you leave money on the table, you may damage your brand or, even worse, ignite a competitive price war. This book provides the techniques you'll need to manage your pricing strategy with confidence. A sampling of what you'll find in these pages:How even a tiny improvement toward the "right price" can create real bottom-line resultsHow to time price changes based on a product's perceived value When pricing a new product right is critical, and when the market will allow you room to experiment Why small improvements in quality can support big changes in price