Tony Cram has done it again.This is his third book and is undoubtedly the one to buy on pricing. He has used his extensive knowledge of the subject and his characteristic depth of insight to argue persuasively for a new approach to the whole area.As always his research has been meticulous and he has selected up-to-date material to illustrate his points. The book is full of ideas and packed with clear analysis. It is written in Tony Cram's hallmark style - superbly accessible and delicious to read. This is a major contribution from a recognised authority in the field. It should be read and savoured, but above all, it should be acted upon.
Smarter Pricing is aimed at practising managers but will also be very useful to MBA students. For a second book look at McKinsey's "Price Advantage"(2004) - some of the older texts could do with updating.