The arrival of the Internet and the information explosion it created has made it possible for inventors and entrepreneurs to build a business from scratch to worldwide marketing capability in a very few years. They argue their position without jargon and with examples taken from the real world. While the old pricing ratios and old pricing strategies may not apply in the information age, new pricing ratios and new strategies have taken their place.
Information goods can be costly to produce but cheap to reproduce.
For example, a copy of a 100 million dollar movie on videotape costs a few cents to make. These strategies involve methods for differentiating your product from your competitors, avoiding sky-high initial pricing that encourages competition and customizing. Sometimes literally giving a product away works. A note inside told parents where the stores were. It worked magnificently and Barney is now one of today's icons.