> For the complete documentation index, see [llms.txt](https://wiki.anatomyofmarketing.org/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://wiki.anatomyofmarketing.org/the-aom-model/layer-two-fundamentals/execution-4ps/price-p2.md).

# Price (P2)

The decisions that define how a business structures and applies its pricing, balancing how value is captured with how it is presented to the market.