In the farming analogy, your price is the harvest, when you reap what you
sow. While there are many ways for money to flow out of a company, price
is the only way you have to generate revenue by capturing the value from
what you create. In the past 20 years, companies have begun to gain a deeperunderstanding of this discipline, recognizing it as a separate body of knowledge and skill set. The Pricing Institute was founded in 1987, later EricMitchell formed the Professional Pricing Society in Atlanta, and Fordham University has created the Pricing Center, all done in an effort to disseminate
intellectual capital with respect to the pricing function.