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Setting value, not price | McKinsey & Company
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Setting value, not price | McKinsey & Company
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http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/setting-value-not-price
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Security
The first task is to map benefits versus price--as the customer sees them. Bear in mind that equal value doesn’t mean equal market share. ... Setting value, not price
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