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Publisher's Summary

Marco Bertini, an assistant professor of marketing at London Business School, and Luc Wathieu, the associate dean of faculty at the European School of Management an Technology, write that – your best tool for getting people to see beyond price may be the price itself.

This article was first published in the May 2010 issue of Harvard Business Review.

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©2010 by the President and Fellows of Harvard College, All Rights Reserved (P)2010 Audible Inc.

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  • Pradeep
  • 08-06-17

very thought provoking

very thought provoking, very well narrated, good examples taken to explain the over all concept