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Impact Pricing: Your Blueprint for Driving Profits [Paperback]

Mark Stiving

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Book Description

1 Oct 2011


Every business owner is haunted by this question. Expert pricing strategist Mark Stiving draws upon more than 15 years of experience in profitable pricing and delivers a practical plan to help you confidently answer this fundamental question.

Price—it’s most powerful marketing tool you have— and the least understood. Zeroing in on the areas where your efforts will generate the greatest impact, Stiving breaks down critical pricing concepts and provides the blueprint to integrate proven pricing strategies into your growth plans. Be empowered to strengthen your pricing structure to withstand any conditions, dramatically elevating your company performance, position, and profits for long-term success.

Learn how to:

  • Set prices that drive your market position
  • Correctly use costs to make profitable pricing decisions
  • Implement value-based pricing to charge what customers are willing to pay
  • Use price segmentation to leverage value and capture new business
  • Cash-in on complementary products and product versions with portfolio pricing
  • Prepare for changing conditions by pricing strategically now

Following in the footsteps of sited examples including Apple, BMW, McDonalds, Mercedes, and other market leaders, learn how to create a powerful price strategy that does more than cover costs.

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About the Author

Mark Stiving,, is a respected price strategist with a Ph.D. in Marketing (Pricing) from U.C. Berkeley and more than 15 years of experience helping companies implement value based pricing strategies to increase profits. A speaker, coach, and consultant, Stiving has worked with esteemed companies such as Cisco, Procter and Gamble, Grimes Aerospace, Rogers Corporation, as well as many small businesses and entrepreneurial ventures. Read more from Stiving on his blog,

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Most Helpful Customer Reviews on (beta) 4.9 out of 5 stars  24 reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars It All Makes Sense Now 9 Aug 2011
By John D. - Published on
For years, I had been doing what this book described, only without the knowledge of the processes discussed in the book and in a somewhat disorderly manner. Truth be know, it was weaker than disorderly at times. I'm now ready and equipped to meet any pricing challenge. If you run a small business like I do, then you need this book.
3 of 3 people found the following review helpful
5.0 out of 5 stars Fair & Balanced Perspective 10 Sep 2011
By Morgan Littlewood - Published on
Pricing is both an Art and a Science. Mark Stiving's excellent book and his blog at provide a highly readable and insightful perspective on pricing as a tool for growing your business. Rather than recommending a single approach, he provides a well structured view of the problem and opportunity and coaches you to think about your business, your customers and your best pricing model.

Given the potential complexity of the subject, its surprisingly enjoyable to read and understand.

My challenge is to liberally apply the lessons in an industry where cost-plus is the norm and Mark is right.
3 of 3 people found the following review helpful
5.0 out of 5 stars It's Impactful 3 Sep 2011
By Brent R. Bilger - Published on
I've read 4 pricing books in the past year and Impact Pricing was the best. It is well structured and has lots of great examples. It was a page turner (as much as any pricing book could be a page turner). Dr. Stivings' thoughts on aligning pricing strategy with corporate strategy is brilliant. It's hard to believe anyone could price anything without that piece of advice. The "Will I" vs. "Which One" decision is obvious after you hear it. The interesting part is that only one has price elasticity. The relationship between pricing and fixed & variable costs is also a "must know" one. All-in-all, a great book on pricing.
2 of 2 people found the following review helpful
5.0 out of 5 stars Very useful primer on pricing for business owners and managers 15 Sep 2011
By Rupert M. Hart - Published on
Being both a business-owner and a writer of a book which covers pricing (Recession Storming) I found Mark's book both useful as a primer for other business-owners and useful for myself.

There are quite a few pricing books out there but this has four advantages: it does not sink into academic phrases but uses language a business-owner can understand, it explains the overwhelming importance of value (=benefits less negative features versus competition) in setting prices, it emphasizes the critical nature of pricing to capture the value of the product-offering from the customer, and gives some useful new ways of looking at pricing that you can use tomorrow.

By exaggerating slightly by saying that "costs are irrelevant in setting prices" (I forget the exact phrase), Mark aims to impress on the reader that value, differentiation, competition, and the presence of substitutes set the price that can be charged. Cost-plus pricing is no way to set up pricing. If the market will only bear prices below your cost level then you need to exit the business, cut costs, or sell to niches.

This is a book that needed to be written. I have recommended it to several of my business associates and recommend it to you. I think it very unlikely that you cannot find at least one useful idea in the book which would more than recoup your investment.
1 of 1 people found the following review helpful
5.0 out of 5 stars A must have book!! 12 Sep 2013
By Julio Serna - Published on
Format:Paperback|Verified Purchase
If you really want to be successful in business you have to know how to sell your product or service at the right price in order to do more profits for your business ,not hurting your customer's wallets and do not let go profits that you could not imagine you can get them as bonus, most people use the most used system of " cost-plus" in order to get their profits but it is not the right way to do it if you really want to make more money at the right price....... Excellent book......
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