What's a good lunch in your cafè worth? For too many noncommercial operators, the answer to that question has been a disappointing $3.50 or so for a seemingly endless number of years. In fact, most marketers consider Price the most important P of the marketing mix next to the Product itself. And that's not only because of the significance it has for customers. The ability to price products well is critical to the health of your business and likely deserves a lot more ...

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