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How do you know when the price is right? / Robert J. Dolan - Pricing and the psychology of consumption / John T. Gourville and Dilip Soman - Managing price, gaining profit / Michael V. Marn and Robert l. Rosiello - How to fight a price war / Akshay R. Rao, Mark E. Bergen, and Scott Davis - Pricing policies for new products / Joel Dean - Sigma pricing / Manmohan S. Sodhi and Navdeep S. Sodhi - Price smarter on the Net / Walter Baker, Michael V. Marn, and Craig Zawada - Making money with proactive pricing / Elliot B. Ross