2050: A Pricing Odyssey

The author uses the Rip Van Winkle approach favored by marketers to gaze, clear-eyed, into the future – say, the year 2050 – to visualize alternative demand-response possibilities. Dare we go California Dreamin’ of a distant utopia – or is it inevitable that pricing myopia will keep us from attaining the fulfillment of many of our career goals?