Chapter 11 The Magic of Pricing “Setting prices is part art and part science with maybe a little management magic thrown in for good measure.” Chapter 12 Specialty Market Case Study: Artists And Their Prices “There may be a price so high the customer won’t pay it, but patrons seldom buy a piece of art just because it’s cheap.” Chapter 13 Two Ways To Compete Without Chopping Prices “As long as we’re promoting quality and being fair about pricing, I don’t worry too much about our competitors.”