From ancient times through today, philosophers have contributed valuable insights on pricing. Astute pricers should keep their eyes wide open. Pricing is not a narrow discipline. It benefits from deep, almost philosophical thinking and understanding, as the author explains.
The use of behavioural pricing tactics to influence customer buying behaviour is not a new phenomenon, but it is being increasingly implemented by traditional B2C and B2B companies in recent years. In this article, the authors identify and examine three specific opportunities for pricers to employ behavioural pricing tactics.