A few leading companies have jettisoned ideas about pricing that other companies believe are indispensable. He result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.”
This readable and market-tested book describes the contextual pricing perspective, how it is being use in B2B and B2C markets, and how you can make the shift to contextual pricing on your own business. Whether you are a CEO, a P&L manager, or a entreprenuer, Contextual Pricing show 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- contextual pricing can be the antidote to destructive price wars
• Harmonize your pricing with branding, product development, and channel strategies