I recommend this book to any marketing or finance executive who will take on a pricing project to make important pricing decision and want to know what ought to be considered. The book gives a thorough enough theoretical treatment of pricing to satisfy a Marketing MBA or a pricing professional too.
Unlike less substantial books, Tim Smith provides a logical analysis of the important trade-offs you will have to make in any major pricing project in a practical style, yet clearly demonstrating the important economic frameworks. The book examines the marketing, strategic, financial and economic issues you will need to weigh up in making your pricing decisions. It is illustrated with numerous relevant case studies, worked examples and graphics. There are optional appendices with a full mathematical treatment that need some basic knowledge of algebra.
Stephen Ness Head of Pricing and Planning UK Wireless Operator
If you serious about pricing, you can fill a small library with excellent and constantly developing material. If you only want or feel you need a couple of authoritative and comprehensive works, this contribution to the literature by Tim Smith makes a superb companion to one of the seminal pricing texts, The Strategy & Tactics of Pricing (Nagle, Hogan, Zale). Very readable and logical in its development of the key aspects of the topic with plenty of great examples of practical application.