Smarter Pricing
11 Jan 06

A McKinsey survey of 2500 companies calculated that a 1% increase in price improves operating profit by 11.1%. This greatly exceeds the impact of a 1% improvement in volume or costs.

Pricing decisions, right or wrong, can change buying behaviours, drive the profitability of businesses and even transform competitive landscapes. Pricing is the most powerful profit driver and yet it is the most neglected part of the marketing mix.

With profitability and competitive stakes high, pricing decisions are too important to leave to rules of thumb.  Managers everywhere are devoting more attention to the art and science of pricing.

Tony Cram’s new book, Smarter Pricing, is a short, sharp companion to intelligent pricing. Miles Templeman, Director General, Institute of Directors commented that it is: "An excellent book, on a critical area of strategy that has never before been analysed sufficiently."

Smarter Pricing will help managers make more intelligent pricing decisions; implement pricing strategies and structures more effectively and capture more value for their business.

It delivers the rules of price and consumer behaviour, the dynamics of price and profitability and the challenges of competitive pricing.  It also shows how to use the full range of tools and techniques to capture the maximum value from prices and communicate them to customers in the most effective way.  

For managers who want to develop a keener sense of the value of their products and services, and capture as much of that value as possible, an investment in Smarter Pricing will generate a profitable return.

	Smarter Pricing
	Author	Tony Cram
	Pub Date	9 December 2005
	Price	£22.00
	Publisher	Financial Times Prentice Hall
	ISBN	0273706136
		Click here for further information or to purchase Smarter Pricing in a Box.

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