Principles of Pricing
> ... business ... purpose is ... to survive, and ... to maximise profit ...<p>That is kind of like saying the purpose of human life is breathing.  Yes, breathing is critical and fully integrated into existence, but there is so much more to living well.  Similarly the purpose of business is to create value.  Survival through flows of money comes as a result of that.  Money dominated conversations can help, but often miss fundamental issues.  For example, there is a big psychological difference between a software service with regular payments versus occasional software releases that can be bought and owned.  With the right pricing the two are essentially the same, but customers tend to have very different feelings toward each model.