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1 Pricing, what does it mean?
2 Do pricing strategies work?
3 The major pricing challenge
4 The pricing elementary principles
5 The impact of sales price
6 Adequate prices are decisive
7 Who are the price-determining agents?
8 How to guide your sales price
9 Price manager: what do they do?
10 Endogenous purposes of price
11 Exogenous purposes of price
12 The pricing and the enterprise guidelines
13 Types of enterprise plans
14 Enterprise planning source flaws
15 The content of a strategic business plan
16 The Casella Wines case
17 The offerer positioning related to competition
18 Pricing in each competitive position
19 Agribusiness, what is its scope?
20 Peculiarities of agricultural products
21 The cost of agricultural losses and quality
22 Definitely, prices are relative
23 The five pricing categories
24 Criteria of each price category
25 A hard truth about pricing
26 Product-price determinism
27 Vectors that drive prices
28 The pricing and the value perceived
29 Wide and restricted range strategies
30 Differentation and its traps
31 Pricing policies
32 Pricing tactics
33 Psychological price
34 The disintermediation dilemma
35 Cost per product, what for?
36 Cost variants, which are they?
37 The cost objects in pricing
