By Robert G. Docters,Michael Barzelay,John G. Hanson,Cecilia Nguyen
A progressive NEW viewpoint ON HOW PRICING fairly WORKS
“Contextual Pricing promises a knock-out punch to complacent and low-return pricing techniques. . . . This ebook is filled with fascinating, clean insights in an effort to extend your standpoint on what's attainable in maximizing profit out of your company’s items and services.”
—Mark Greatrex, leader advertising and marketing Officer, Cox Communications, and previous SVP, worldwide nonetheless drinks, The Coca Cola Company
“To successfully fee, managers needs to comprehend industry context—the body of reference for purchasers. Context is way extra vital than the standard measures of rate version. I strongly suggest this readable and worthwhile booklet to any company chief who suspects his or her corporation is falling wanting a possibility revenues.”
—Dave Calhoun, Chairman and CEO, Nielsen corporation, and previous vp, basic electrical Company
About the Book:
A few top businesses have jettisoned rules approximately pricing that different businesses think are indispensible. the end result has been better functionality opposed to opponents who persist in a simplistic Nineteen Nineties trust in “value.”
Contextual Pricing describes how purchasers are inspired via comparability issues and contextual messages greater than by way of real rate degrees. exact items can promote at significantly diversified costs to an identical objective customer—if context is strategically controlled. This truth is how Procter & Gamble, GE, Coca-Cola corporation, Amazon, Google, Microsoft, and others be certain they get the absolute best fee. using context is altering the best way businesses cost and promote within the new international economy.
This readable and market-tested ebook describes the contextual pricing viewpoint, the way it is getting used in B2B and B2C markets, and the way you can also make the shift to contextual pricing on your personal company. no matter if you’re a CEO, P&L supervisor advertising and marketing director, revenues supervisor, or entrepreneur, Contextual Pricing exhibits you ways to:
- Understand how your consumer will make deciding to buy judgements and the function of pricing in these decisions
- Establish greater, extra intuitive costs utilizing context
- Develop contextual pricing concepts that defeat competitor pricing—how contextual pricing may be the antidote to harmful rate wars
- Harmonize your pricing with branding, product improvement and channel strategies
- Increase your gains with confirmed pricing instruments, akin to clinical bundling, tiering, branding, upsell “hooks” and more
Through its illuminating case-by-case experiences, Contextual Pricing promises quite a lot of pricing thoughts and purchaser insights that you just won’t locate wherever else. You’ll tips on how to steer clear of universal pitfalls while elevating or decreasing costs and observe how one can compete in conventional or rising electronic marketplaces—and beat the contest via more desirable strategies, no longer via reduce margins.
When you recognize the secrets and techniques of Contextual Pricing, you could identify your cost, force your revenues, bring up your gains, and personal your success.
Read or Download Contextual Pricing: The Death of List Price and the New Market Reality (Business Books) PDF
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