No matter what pricing strategy you choose, there's no getting around the one key question: What are customers willing to pay for my offer?

In our new Buynomics.Talks format, we talk to a very insightful guest from the world of pricing and revenue management. This session's guest was Dr. Frank Buckler, founder & CEO of SUCCESS DRIVERS, a consulting firm providing cutting marketing & commercial effectiveness solutions in strategy, marketing, pricing, and sales. He has recently written a book, “PRICING INTELLIGENCE: How to Drive Profits by Understanding Customers,” in which he discusses the simple reason why pricing practices primarily do not meet expectations.

Tune into this episode of Buynomics.Talks to learn how digital innovations enable the democratization of pricing research.