Preview added to your library
Contextual Pricing:  The Death of List Price and the New Market Reality By: Cecilia Nguyen,John G. Hanson,Michael Barzelay,Robert Docters

Contextual Pricing: The Death of List Price and the New Market Reality

  • 1
  • 2
  • 3
  • 4
  • 5
Rate this book!

( 1 customer rating)

In order to rate this item, you must sign in first.

November 2011

Synopsis

A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS

Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches. . . . This book is full of intriguing, fresh insights which will expand your perspective on what is possible in maximizing revenue from your company’s products and services.”
—Mark Greatrex, Chief Marketing Officer, Cox Communications, and former SVP, Global Still Beverages, The Coca Cola Company

“To effectively price, managers must understand market context—the frame of reference for buyers. Context is far more important than the usual measures of price variation. I strongly recommend this readable and useful book to any business leader who suspects his or her company is falling short of achievable revenues.”
—Dave Calhoun, Chairman and CEO, Nielsen Company, and former Vice Chairman, General Electric Company

About the Book:

A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.”

Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer—if context is strategically managed. This fact is how Procter & Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy.

This readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you’re a CEO, P&L manager marketing director, sales manager, or entrepreneur, Contextual Pricing shows you how to:

  • Understand how your customer will make buying decisions and the role of pricing in those decisions
  • Establish better, more intuitive prices using context
  • Develop contextual pricing strategies that defeat competitor pricing—how contextual pricing can be the antidote to destructive price wars
  • Harmonize your pricing with branding, product development and channel strategies
  • Increase your profits with proven pricing tools, such as scientific bundling, tiering, branding, upsell “hooks” and more

Through its illuminating case-by-case studies, Contextual Pricing delivers a wide range of pricing techniques and customer insights that you won’t find anywhere else. You’ll learn how to avoid common pitfalls when raising or lowering prices and discover how you can compete in traditional or emerging digital marketplaces—and beat the competition through superior tactics, not through lower margins.

When you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success.

$19.89 List price: $32.00 You save: 38% ($12.11)

BUY NOW

Preview added to your library

Contextual Pricing: The Death of List Price and the New Market Reality

November 2011
  • 1
  • 2
  • 3
  • 4
  • 5
( 1 customer rating)

You Might Like:

eBook Information

ISBN: 9780071773263
Language:  English
Download options: Adobe DRM EPUB

Files Available for Download

If you use one of Kobo's free reading apps you won't need to worry about download options most of the time. Your Kobo reading app can easily add Kobo Store books to your library for a seamless reading experience.

Download options matter when:

  • You want to read your book on an eReader other than the Kobo eReader (see here for a list of supported eReaders).
  • The book you want is only available as an Adobe DRM PDF.

In both of these cases you will need to:

  1. Download a copy of your book to your computer.
  2. Open the book using a free application called Adobe Digital Editions.

You can also use Digital Editions to transfer the book to your eReader. See here for more information on Digital Editions.

Read this on:

  • Desktop More

    Kobo Desktop App

    You can read this item on your computer using our free Kobo Desktop Application. This application lets you read, manage your library of eBooks, and even shop for new ones. Check out our demo for more information!

    Download it now for PC!

    Download App!

    Mac user? Click here

    Download it now for Mac!

    Download App!

    PC user? Click here

    Learn More »
  • eReaders More

    eReading Devices

    You can read this item on your Kobo eReader (or other select electronic reading devices). The Kobo eReader lets you carry your whole library with you, so that you can read on the go.

    Visit kobo.com/ereaders »
  • Tablets More

    Tablets

    You can read this item on select tablets using one of our free Kobo apps. These apps let you read, manage your library of eBooks, and even shop for new ones.

    Learn More »
  • Kobo Vox More

    Kobo Vox

    You can read this item on your Kobo Vox eReader. The Kobo Vox eReader lets you read books with color, sound or interactive elements. Check out our demo for more information on the Kobo Vox.

    Learn More »
  • Kobo Arc More

    Kobo Arc

    You can read this item on your Kobo Arc using the Library app. This app lets you read, manage your library of eBooks, and shop for new books.

    Learn More »
  • Android More

    Android

    You can read this item on any Android device (phone, tablet) with one of our free Kobo apps. These apps let you read, manage your library of eBooks, and even shop for new ones.

    Learn More »
  • iPhone More

    iPhone

    You can read this item on the free Kobo app for iPhone. This app let you read, manage your library of eBooks, and even shop for new ones.

    Download the iPhone App! Learn More »

Goodreads Reviews for Contextual Pricing: The Death of List Price and the New Market Reality

{1}

By: {2}

Available on: {3}

Coming soon

Secure Transaction

Subtotal

Store Credit

Total

We'll charge your credit card {4} on {3}.

We'll charge your credit card {4} when the book is added to your Library.

Your store credit covers the cost of this purchase, so we don't charge your credit card

Use Quick Buy for all eBook purchases.
{0}
By clicking Buy Now, I agree to Kobo's Terms of Sale. BUY NOW Pre-Order

Thank you for your purchase

Thanks for pre-ordering

{2} is now in your library. You'll receive an email confirming your purchase very soon.

{2} has been pre-ordered. You'll receive a confirmation email confirming your pre-order very soon.

You were charged:

You will be charged: on {3}

You will be charged: when the book is added to your Library

Rakuten Super Points earned: {1}

Rakuten Super Points {1} earned after the book is added to your Library

{0}
Continue shopping