Smarter Pricing How to capture more value in your Market

Name: Smarter Pricing How to capture more value in your Market
Availability: OutOfStock
ISBN: 9780273706137

ISBN-10: 0273706136

ISBN-13: 9780273706137

Edition: 2005

Authors: Tony Cram

List price: $62.50

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What is it really worth? How much will customers pay? Where will our competitors respond? A McKinsey survey of 2500 companies calculated that a 1% increase in price improves operating profit by 11.1% - greatly exceeding the impact of a 1% improvement in volume or costs. From airline tickets to bottled water, health clubs to student textbooks;price can have a profound impact in the market.Pricing decisions, right or wrong, can change buying behaviours, drive the profitability of businesses and even transform competitive landscapes. For the price of a flexible economy ticket to Warsaw with British Airways, a traveller could buy 8 return flights with Air Polonia. Value players like…

Book details

List price: $62.50
Copyright year: 2005
Publisher: Pearson Education
Binding: Paperback
Pages: 232
Size: 6.75" wide x 9.75" long x 1.00" tall
Weight: 1.342
Language: English

Tony Cram is a Programme Director at Ashridge Business School- one of Europe's leading centres for Management Development. Tony works and teaches internationally, with experience in Europe, Asia and the Americas. He is a Fellow of the Chartered Institute of Marketing. Previously, Tony held a general management position with Manpower and spent eight years with Grand Metropolitan at operating company board level. He has an MBA from Cranfield School of Management.



Smarter PricingHow to capture more value in your market



Pricing by voodoo or bingo? - there's a better way


Customers - Smarter Ways To Understand Them



When they say price, they really mean value



What would you pay for this? - perils and pitfalls of pricing research



Price discrimination - segmenting by price sensitivity



Customers behaving badly - how price can help


Competitors - Smarter Ways To Outwit Them



Standing out from the crowd - pricing's role in positioning and differentiation



Competing with value players - hit back with benefits



Fighting price wars - planning to escape pain


Company Success - Smarter Ways To Capture Value



Fixing the right price - structures, segments and stairways



Communicating prices - creating positive perceptions



Why pay more? - how to get higher prices



Pricing success - keeping discipline, measuring results


Executive Summary & Last Word



Smarter pricing - the five minute version


The last word on price