Next time you’re in the market for a digital camera, for example, pay attention to how you make your decision. You’ll easily find two or three cameras with the specifications you need—size, number of megapixels, comparable price, good brand name. But perhaps one has a promotion—a free carrying case or free memory card. Given the relative parity of the features and benefits, that little something extra is sometimes all it takes to tip the scale. In the business-to-business world, promotions are called “value added.” But the principles are the same—give something away for free to reduce the risk
...more
