Smarter pricing : how to capture higher margins from your market / Tony. Cram.

Format:

Book

Author/Creator:

Cram, Tony, author.

Language:

English

Subjects (All):

Marketing--Management.

Marketing.

Genre:

Libros electrónicos.

Physical Description:

1 online resource (x, 215 p. ) ill.

Edition:

1st edition

Place of Publication:

Harlow, England : Financial Times/Prentice Hall, 2012.

System Details:

text file

Summary:

Pricing, the most neglected element of the marketing mix can have an unrivalled impact on the bottom line. This text helps managers make more intelligent pricing decisions, implement pricing strategies and structures more effectively in the market and capture more value for their business.

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. How do companies like British Airways fight back against the value players? With profitability and competitive stakes high, pricing decisions are too important to leave to rules of thumb. Managers everywhere are devoting more attention to the art and science of pricing. Smarter Pricing helps managers to make more intelligent pricing decisions, implement pricing strategies and structures more effectively in the market, and capture more value for their business. Using real-world international examples from a wide range of industries, Smarter Pricing explores: low price propositions, premium pricing, price sensitivity, incentivising customers to make profitable purchases, the rise of discounters and how to face the threats, the creative communication of pricing and bundling, promotions and and the benefits of non-comparability. "Downward pressure on prices has rarely been stronger. A slogging global economy has had an impact, but so have fundamental changes in the marketplace including stronger buyers, more transparent markets, and the emergence of low-cost manufacturing powerhouses such as China........the need to get price management right could scarcely be more urgent. "THE POWER OF PRICING-McKinsey Quarterly, Jan 05.

Contents:

Smarter Pricing How to capture more value in your market Contents 1. Pricing by voodoo or bingo? there's a better way. CUSTOMERS - SMARTER WAYS TO UNDERSTAND THEM 2. When they say price, they really mean value 3. What would you pay for this? perils and pitfalls of pricing research 4. Price discrimination segmenting by price sensitivity 5. Customers behaving badly how price can help COMPETITORS - SMARTER WAYS TO OUTWIT THEM 6. Standing out from the crowd pricing's role in positioning and differentiation 7. Competing with value players hit back with benefits 8. Fighting price wars planning to escape pain COMPANY SUCCESS SMARTER WAYS TO CAPTURE VALUE 9. Fixing the right price structures, segments and stairways 10. Communicating prices creating positive perceptions 11. Why pay more? how to get higher prices 12. Pricing success keeping discipline, measuring results EXECUTIVE SUMMARY & LAST WORD 13. Smarter pricing the five minute version The last word on price

Notes:

Includes index.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9786610602254

9781280602252

1280602252

9781405872171

1405872179

9780273741329

0273741322

OCLC:

1024287109