Author: Loon Lee Spielmann

Price is not a static value. Price is a dynamic range. Prices are, according to the author, points that shift dynamically back and forth on a given scale. This scale represents the market price range, or the customer’s willingness to pay. In order to manage prices effectively, we need to learn from the stories behind each price point to understand why a price is where it is on that scale, as the author explains. Author Loon Lee Spielmann is Director Commercial Policy and Pricing at Philips. He can be reached via LinkedIn here.

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