Description
Book SynopsisTable of ContentsIntroduction: Changing the Pricing Conversation 1
Part I Rethinking Pricing Strategically 19
Part I 19
1 Three Information Sources 25
2 Four Economic Frameworks 40
3 Seven Games in the Strategic Pricing Hexagon 51
4 Six Market Forces 69
5 What the Hex? The Political Angles of Pricing Decisions 77
6 What’s Next? The Design of Pricing Models 90
Part II Winning the Seven Pricing Games 107
Part II 107
7 The Value Game: When Art Trumps Science 109
8 The Uniform Game: The All- Time Classic 119
9 The Cost Game: Where Efficiency Reigns 134
10 The Power Game: When Every Move Counts 147
11 The Custom Game: Making Sense of the Chaos 163
12 The Choice Game: Framing Options for Customers 179
13 The Dynamic Game: When Everything Matters 194
Part III Changing Your Pricing Game 209
Part III 209
14 Innovation: Seizing a Step- Change Opportunity 211
15 As- a- Service: Growing with Your Customer 219
16 AI: Perfecting Price Differentiation 228
17 Channel: Going Direct to Consumers 237
18 Scale: Achieving the Ultimate Cost Advantage 246
19 Free: Competing with the Most Magical Price Point 254
Part IV Shaping Society Through Pricing Decisions 265
Part IV 265
20 Fairness: How to Differentiate Prices Across Customers 267
21 Equitable Pricing: How Buyers and Sellers Share Value 281
22 Access: How Pricing Can Eradicate Diseases 294
23 Green Premium: How to Shape Demand for Sustainable Solutions 308
24 Co2 : How to Encourage Lower Carbon Emissions 325
25 Impact: How Progressive Pricing Can Scale Social Ventures 337
Epilogue 349
Appendix: About the Studies 353
Notes 359
Acknowledgments 387
About the Authors 391
Index 393
