I love creative marketing ideas — and especially creative pricing approaches. In recent years we have seen subscription models take off. Companies like them because they provide predictable, recurring revenue and generate more information and data about customers. It raises customer lifetime value (see Chapter 2). Of course cell phone service, streaming video, magazines and newspapers have long used this model. But more recently, we have seen automakers (including Volvo), fitness products (Peloton) and now even fast food (Taco Bell) use a subscription model. Read more about the Taco Lover’s Pass in this article at CNN.com. These examples might supplement your coverage of pricing (Chapters 17 and 18) or customer lifetime value.