Pricing
Why discounting is usually a pricing problem
Heavy discounting is rarely a sales-discipline failure. More often it is the visible symptom of a price that was never properly grounded.
Rialto Bridge
Pricing
Articles on pricing.
Take it further
This is the general pattern. Your business is the specific case.
Everything here is free to read with an account, and always will be. What it cannot do is tell you which of these applies to your numbers, your market and your constraints. That is the work we do with clients.