- Paperback
- Publisher: Prentice; Highlighting edition (1995)
- ISBN-10: 0136690602
- ISBN-13: 978-0136690603
- ASIN: B000JVCA6W
- Product Dimensions: 22.6 x 15.2 x 1.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 4,144,207 in Books (See Top 100 in Books)
- See Complete Table of Contents
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First Sentence
Few managers, even those specializing in marketing, think strategically about pricing. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Few managers, even those specializing in marketing, think strategically about pricing. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
Format:Hardcover
Having implemented pricing tools and best practice into an organization, this books takes you through all the theory of pricing and tells you about the levers that you can push and pull to get every cent into the price of a product or service to give a win-win situation for you and your customer. The application of the theory is a little difficult and there are better books to show you this, but if you are looking for a comprehensive account of pricing theory then this is for you.
0 of 1 people found the following review helpful
Format:Hardcover
A wonderful book as I had little knowledge of pricing and pricing strategies. A must read
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
22 reviews
3 of 3 people found the following review helpful
This book shows how pricing decisions should be made
4 Aug 2006
Format:Hardcover
Exhibit 1-3 on page 9 of this new edition identifies three guiding principles of strategic pricing: (1) it must be value-based, which puts customers' perceptions at the heart of the process; (2) it must be profit-driven, a vital element for any business; and (3) it must be proactive--meaning marketers should not simply react to competitors' pricing moves.
As simple as this may sound, it's actually tricky to accomplish all three unless you follow the principles in this compact but detailed text.
If you need to know how to calculate breakeven sales volumes, cost factors, and channel pricing, this is the book for you. Exhibit 7-1 (on page 126) is particularly helpful for determining how to manage the price-setting process. I recommend this text for any executive who wants to avoid the "throw a dart" method of pricing.
As simple as this may sound, it's actually tricky to accomplish all three unless you follow the principles in this compact but detailed text.
If you need to know how to calculate breakeven sales volumes, cost factors, and channel pricing, this is the book for you. Exhibit 7-1 (on page 126) is particularly helpful for determining how to manage the price-setting process. I recommend this text for any executive who wants to avoid the "throw a dart" method of pricing.
2 of 2 people found the following review helpful
Great reference on value-based. Wish it had more on setting initial price.
16 Jun 2008
Format:Hardcover|Amazon Verified Purchase
I updated from the 2nd edition I bought years ago. I'm glad to see the focus on value-based pricing. I was a little disappointed that it gets a bit repetitive on calculating price changes and it would be useful to see more examples on calculating the initial price when you really don't have much data to go on.
1 of 1 people found the following review helpful
Makes you well-prepared for setting a price
21 Dec 2010
Format:Hardcover|Amazon Verified Purchase
Pricing decisions require all parts of the company to come together and agree on a pricing strategy, which is why it is so hard (especially since the discussion might reveal that you didn't even agree on the general business strategy). In a a real-life pricing discussion with the sales, engineering, and finance people in the same room, you need a solid frame work to gain a consensus. This book helps. The structure of the book is excellent. It's actionable. I essentially took the table of contents, tweaked it to fit my situation, and then went through each section to create a pricing strategy. The theoretical sections are well complemented by also addressing real-world issues. The only drawback is that the book is not targeted towards any industry or product category which makes some of the examples less relevant.
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