Sarah Maxwell "The Price is Wrong:
Understanding What Makes a Price Seem Fair and the True Cost of Unfair Pricing"
Wiley | 2008-01-02 | ISBN:0470139099 | PDF | 240 pages | 1,4 Mb
An in-depth look at fair pricing practices and their affect on our everyday lives
Certainly consumers today are concerned about the unfairness of gasoline prices. And even if these concerns subside, the focus on fair pricing will shift to other areas such as the unfair costs of health care, mobile phones, prescription drugs, a college education, real estate, or hotel rooms. In The Price Is Wrong, pricing expert Sarah Maxwell explains the psychological and sociological basis of fair pricing and reveals how this issue affects our everyday lives. Written in a straightforward and accessible style, this book shows readers how unfair pricing causes an extreme emotional response. Throughout the book, Maxwell skillfully explains what makes a price seem wrong, the social norms of fair pricing, and the true cost of unfair pricing.
Dr. Sarah Maxwell (Valhalla, NY) is an expert in fair pricing, with both academic and business experience in this field. She is an associate professor at Fordham University and is Codirector of the Fordham Pricing Center. Previously, Dr. Maxwell was a vice president of marketing for Aramark and consulted with divisions in Europe and Japan.
A world-class expert in the fi eld, she has written extensively,made countless conference presentations, and conducted numerous industry seminars on the subject of fair pricing. Finally, she has sat down long enough to share her deep insights and profound understanding
of what makes a price seem fair.
Sarah has given us a book that is packed with examples of right and wrong pricing, data from her own research in fair pricing, and contributions from all the many different fi elds that have been concerned with the subject. Although the book is carefully referenced, it is written not for academics but for the general population. It is a quick, provocative read.
Sarah addresses many questions that have not been asked before: Why is it fair for gas stations to charge an extra nine-tenths of a cent per gallon? Why is it fair to pay for blood but not for body parts? Why is it fair to tip a waiter but not your mother-in-law?
if you like it, you buy it
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