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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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A very interesting listen

Well worth listening to, there are definitly some quality bits of advice, and, interestingly, contrasting pieces of advice.
The author gives case studies that contradict each other in approachs which forms a very useful tool meaning you have several approaches that may work for you.
Give it a listen.