Daring Caution is a guidebook for executives aspiring to increase revenue and profitability through systematically strengthening their companies pricing practices, market appeal, and pricing power.

About the Author

Robert F. Sherlock is a strategic marketer who helps companies to create more value, get their value recognized by customers, and collect for it in their pricing. Prior to his consulting work at Marketwerks and The ProAction Group, Bob founded and ran a venture-funded logistics company; was VP - Marketing for Wickes Inc., an $850 million distributor of building materials; and held increasingly responsible marketing and sales management positions in four GE operating businesses and on GEs corporate staff. A member of the Professional Pricing Society and Marketing Executives Networking Group, he has an MBA from Dartmouths Tuck School of Business.

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