1st Edition
Pricing Decoded How Leading Pricing Practitioners Manage Price to Boost Profits
Pricing is a key priority of every company globally, as both customers and businesses grapple with ever more challenging economic conditions. Pricing Decoded is an authoritative but easy-to-read guide to support the transition to robust pricing to drive profitability.
Renowned pricing experts Danilo Zatta and Maciej Kraus show organizations how to boost profitability and build a competitive advantage, transforming the way to set and manage prices. Case studies from the world’s leading pricing practitioners in both B2C and B2B organizations, such as Alcatel-Lucent, Google, BP-Castrol, Unilever, Microsoft, Borealis, Hilton, Nike, MediaWorld, Philips Healthcare, Schneider Electric, DHL, and Coor, are presented throughout. This book makes smart and innovative pricing more accessible and understandable for all. It provides a strong foundation in the concepts as well as the application in business, empowering you to judge monetization opportunities in a more effective way, and ultimately make better decisions.
The book is relevant to C-levels, managers, entrepreneurs, investors as well as sales, marketing and pricing managers, who want to learn more about topline potentials and monetization through pricing and achieve sustainable growth.
PART I Price Strategy, 1. Subscription pricing’s success secrets at Alcatel-Lucent, Decathlon, Traton and more Michael Mansard, Pierre Yves Noel, 2. Pricing insights unlocked: the strategic shifts behind Philips Healthcare’s success Daniel Cho, 3. Revolutionizing revenue at Google: advanced digital pricing models for SaaS and beyond Mariusz Gasiewski, 4. How to win with Saas pricing: the case of Workday Dawid Pawlak, 5. Clicks, Cookies, and Campaigns: Navigating Digital Ad Spaces at Google Michal Wiczkowski, PART II Price Setting, 6. Mastering retail pricing at Media Markt: strategies and implementations for competitive edge Anna Sokolska-Krzemińska, 7. The price of innovation: steering through value-based pricing at Assa Abbloy Karl Holm, 8. Artificial intelligence in pricing at Zalando Vladimir Kuchkanov, 9. Price management success across sectors: in retail at Nike vs. in hospitality at Hilton Mohammed Ahmed, PART III Price Realization, 10. Customer Value Management: implementation of value based pricing at Borealis Paolo De Angeli, 11. How Bonduelle and Unilever manage price image for perceived value Anna Telakowiec, 12. Proud Pricing in the facilities management industry at Coor Jerker Johanson, 13. Terms & Conditions excellence at DHL Jędrzej Rychlik, PART IV Price Enablement, 14. Why pricing for consumer goods is different: the case of Asashi Matthew Jipps, 15. Pricing transformation at Schneider Electric: success factors and key take aways Paola Andrea Valencia, 16. Building internal revenue management function at Lotte Jacek Wyrebkowski, Wojciech Gorzen, 17. How to evaluate economic indicator trends to maximize profit and minimize loss with effective pricing at Ahold Delhaize Thaynara DuBois
Biography
Danilo Zatta is one of the world’s leading advisors and thought leaders in the field of Pricing and TopLine Excellence. As a management consultant for more than 20 years, he advises and coaches many of the world’s best-known organizations. The Financial Times defined him as ‘one of the world’s leading pricing minds’.
Maciej Kraus is a leading figure in the pricing industry and is frequently mentioned on most influential pricing lists and interviewed at numerous business journals, for example Harvard Business Review and Forbes. He is a guest lecturer at Stanford University's Graduate School of Business as well as a number of other business schools. He has written three books on pricing.
"Pricing is a continuous journey, allowing you to discover the sweet spot where customers appreciate your value, and you achieve satisfying profitability. This sweet spot evolves constantly, often faster than traditional business practitioners think. The joint application of AI capabilities together with the creativity of your sales and marketing teams has the potential to unlock unprecedented value, at a speed never experienced before. Pricing Decoded will give you valuable insights how to consistently be delighting your customers with your value proposition while leaving your more traditional competitors scrambling." Francesco Quaranta, President and CEO, Hitachi Construction Machinery Europe
