Marketers across a variety of industries are complaining that they just can't raise prices - and it's killing them. But now that the economy is picking up some speed, many hope to finally get back some pricing power. The hard truth, however, is that the economy has changed, and pricing power isn't simply going to come back on its own.

Today's price-crushing business environment seems almost irreversible. Industries everywhere are experiencing heavy competition, and new competitors are emerging more quickly and easily than ever in the Info Age. Technology has equipped consumers with new tools for finding the best deal available at any moment. And few businesses seem immune from the price-slashing influence of Wal-Mart.

Even so, many companies may still want to raise prices - some have done it and succeeded. Certain market factors and conditions allow for higher pricing. Nevertheless, the risk of pulling out of the price war is often very high.