Ultimately, nobody is in a better position to “get pricing right” than the marketer. And when a 1% shift in price can increase profits by 12% or more, businesses can’t afford to wait for a crisis to act. Marketers that invest in their pricing capabilities, who understand their customer’s relationship with the price, and who are clear in their objectives will find themselves able to make pricing decisions before a crisis hits, with confidence in the value of their offer, as the author explains.