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Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitabilit (paperback)

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Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitabilit (paperback)

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About

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Use the latest knowledge in consumer psychology and economics to establish pricing that consistently maximizes value.

  • Revolutionary pricing techniques that go beyond the simplistic models that leave both money and opportunity on the table
  • Powerful insights into everything from subscription-based pricing to “snob premiums” and the true value of “free Revolutionary pricing techniques that go beyond the simplistic models that leave both money and opportunity on the table.
  • Draws on state-of-the-art research and consulting by two of the world’s leading pricing experts, The Wharton School’s Jagmohan Raju and John Zhang.

Description

  • Copyright 2010
  • Pages: 224
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-438499-7
  • ISBN-13: 978-0-13-438499-3
  • eBook (Adobe DRM)
  • ISBN-10: 0-13-707187-6
  • ISBN-13: 978-0-13-707187-6

In Smart Pricing: How Google, Priceline and Leading Businesses Use Pricing Innovation for Profitability, Wharton professors and renowned pricing experts Jagmohan Raju and Z. John Zhang draw on examples from high tech to low tech, from consumer markets to business markets, and from U.S. to abroad, to tell the stories of how innovative pricing strategies can help companies create and capture value as well as customers. They teach the pricing principles behind those innovative ideas and practices.

Smart Pricing introduces many innovative approaches to pricing, as well as the research and insights that went into their creation. Filled with illustrative examples from the business world, readers will learn about restaurants where customers set the price, how Google and other high-tech firms have used pricing to remake whole industries, how executives in China successfully start and fight price wars to conquer new markets.

Smart Pricing goes well beyond familiar approaches like cost-plus, buyer-based pricing, or competition-based pricing, and puts a wide variety of pricing mechanisms at your disposal. This book helps you understand them, choose them, and use them to win.

Sample Content

Table of Contents

About the Authors     xi

Introduction  Fingerprints of the Invisible Hand     1

Chapter 1    "Pay As You Wish” Pricing     19

Chapter 2     Why the Best Things in Life Are Free     41

Chapter 3    The Art of Price Wars     59

Chapter 4    Thinking Small     79

Chapter 5    The Automatic Markdown     101

Chapter 6    Name Your Own Price     119

Chapter 7    Subscribe and Save: Pricing for Marketing Profitability     139

Chapter 8    The Snob Premium     161

Chapter 9    Pay if it Works     181

Chapter 10  Conclusion     201

Index     207

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