A world-class expert in this field, Sarah Maxwell shares her thoughts and deep understanding, what makes a price fair. She offers a book, full of examples of fair and unfair pricing, and with data from its research on fair pricing.
This, which she shows, is, that fair price is important, because justice is the emotional side of economic decision-making. In calculating the price, just like in football, it is not fair to break the rules. Inflated prices anger customers. And they take revenge. A fair price is more than a low price. She treats clients with respect, what they deserve - develops trust and does not use their power.
Although the book is carefully filled with references, it is not written for academia, and for the mass reader. It's fast, provocative, useful and practically applicable reading