Double Your Price: The Strategy and Tactics of Smart Pricing, 1st edition

1. Why is price so important for success?
2. Why under-pricing is a key business error 
3. Pricing 101: the basics – plus some surprises 
4. Why price should almost never be ‘cost-plus' 
5. Value and price: how the relationship is changing 
6. Unlocking growth: would you like a bank account that pays 25% interest? 
7. Doubling your price: Price as an agent of growth 
8. Framing and priming: they're all around us 
9. Other strategies for pricing 

• Can you double your price? 
• Increasing differentiation: The role of brand 
• Real price is not equal to stated price 
• Money on the table: pricing menus, on-sell and up-sell 
• Day rate vs total 
• Use bundling 
• Establishing multiple price points and pricing runways 
• Managing over-demand 
• Get premium customers to self-identify 
• Carry out experimental ‘tests' in the market 
• Using framing and priming 
• Remember to revisit price often, if not continuously 

10. On the road to success