拉菲·穆罕默德在过去二十年中一直致力于定价研究。他是Culture of Profit有限责任公司的创始人。这家位于马萨诸塞州剑桥的公司致力于为商业机构提供咨询服务，以帮助他们制定并改进定价战略。穆罕默德是《定价的艺术》一书的作者。他出生于密尔沃基，在辛辛那提长大，从波士顿大学、伦敦经济学院获得经济学学位，也是康奈尔大学的经济学博士。

The 1% Windfall reveals how modest incremental changes to an everyday business practice - pricing - can yield significant rewards. Illustrating the power of pricing, a study of the Global 1200 found that if companies raised prices by just 1%, their average operating profits would increase by 11%. Using a 1% increase in price, some companies would see even more growth in percentage of profit: Sears, 155%; McKesson, 100%, Tyson, 81%, Land O'Lakes, 58%, Whirlpool, 35%. The good news is that better pricing is more than simply raising prices. Instead, the key is to offer customers a variety of pricing options. This strategy is win-win: profits to companies and choices for consumers. But how do executives and managers set the right price? Underpinned by sound empirical research and real-life anecdotes, The 1% Windfall addresses this fundamental question. This book offers guidelines that any company - whether a multi-national conglomerate, small business, or even a non-profit - can follow to create a comprehensive pricing strategy for any product or service. In addition, these techniques and tools provide solutions to avert a slump in a recession, offset the impact of inflation, or battle a new competitor. The result is a mind-opening clear blueprint for companies to price for profit and growth. (edited by author)