Smarter Pricing: How to Capture More Value In Your Market (Financial Times) (Financial Times Series)

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9780273706137: Smarter Pricing: How to Capture More Value In Your Market (Financial Times) (Financial Times Series)

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


  • At no time has effective pricing been more significant. Buyers are getting stronger, markets more transparent, and manufacturers in new powerhouses such as China, are becoming more and more competitive.
  • Recent McKinsey survey of 2500 companies calculated that a 1% increase in price improves operating profit by 11.1%.
  • Smarter Pricing is a good, hands-on book on pricing for practising managers, providing a developed mix of techniques through international examples from a range of sectors that bring pricing theory into a real-world context.
  • Smarter Pricing joins the developing suite of FTPH books offering executives focused and practical advice on decisive business challenges.
  • Smarter Pricing is a fast and focused companion to practical price management, for executives and marketers in every sector.

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From the Back Cover:

Are your prices too low?

 

Some of your customers would pay more, and there are times and places where you could charge more. Of course none of your customers will tell you this, as competitors tempt them with promises of lower prices and the media trains them to be bargain-hunters.

 

All this price pressure is one way. Downwards.  This book will help you to move your customers and your business in the other direction. Upwards.

 

It’s all about commanding the right price, and the right price is, more than you would imagine possible, a higher one.

 

This is Smarter Pricing, and these are the rules of commanding a higher price and capturing more value.

 

About the Author:

 

Tony Cram is a Programme Director at Ashridge Business School - one of Europe's leading centres for Management Development. Tony designs and delivers programmes on business strategy and market innovation.

Internationally he has taught at Swedish Institute of Management, Vlerick

Leuven Gent Management School, Stockholm School of Economics, PEF

University Styria, and University of Michigan, USA.

 

Tony has a particular interest is in understanding Customer Value,

developing brands and the dynamics of long-term business relationships. He

speaks at public conferences on competitive marketing and innovation, and

has written and contributed to many books including- Customers that Count

How to build living relationships with your most valuable customers.

(Financial Times Prentice Hall 2001), The Power of Relationship Marketing

(Pitman Publishing 1996, paperback ed. 2002).

 

"Sobre este título" puede pertenecer a otra edición de este libro.

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Cram, Tony
Editorial: Financial Times Management (2005)
ISBN 10: 0273706136 ISBN 13: 9780273706137
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