Companies tend to think they are far better and pricing than they are—but the truth is that there is more to pricing than meets the eye. 

In this episode of PragmaticLive, Mark Stiving, pricing expert and Pragmatic Marketing instructor, talks to Joanne Smith, president of Price to Profits, about some of the nuances of pricing, including the importance of price segmentation and the need to build a value- or profit-oriented culture for optimal pricing.