This book is about taking a theory, pricing, and translating it into an operational practice that can be used by a company on an everyday basis easily with maximum results. This book provides, in detail, all the steps and input required to build out a pricing strategy and function.

"Calogridis s book gives a thorough, well-rounded plan to managers who want to improve their companies profitability through effective pricing strategies and tactics. His experience and insights offer answers to a wide range of dilemmas that would otherwise erode margins. True to this book s title, he gives lots of practical advice in an uncomplicated, conversational manner." - Kevin Mitchell, President, The Professional Pricing Society

"It is clear that Michael Calogridis has lived the role of a pricing manager. In Practical Pricing, he provides the type of guidance (along with candid discussions of the potential pitfalls) that only come from spending years promoting and implementing pricing improvement projects in large organizations. I don t know of any other book that discusses the required cultural-change component of implementing new pricing strategies as well as this book does." - Dr. Mark Ferguson, Steven A. Denning Professor of Technology and Management, Georgia Institute of Technology College of Management

"Truly relevant and close to practice . . ..I am convinced this book will resonate very positively with pricing practitioners." - Chairman of Simon-Kucher

"This book allows one to understand the complexity of making such a decision. In short, this book is a must read for any pricing manager who makes pricing decisions regularly." - Journal of Revenue and Pricing Management

Autorentext
MICHAEL CALOGRIDIS ****has over 15 years total experience in roles supporting development of pricing and pricing strategies. In that time, he has worked for FedEx, AT&T Wireless, Quest Diagnostics and now Philips Medical Systems.

Inhalt
Preface Introduction to Pricing Why All the Sudden Interest in Pricing? Why Pricing Fails in so Many Companies? Why is Having an Effective Pricing Strategy so Difficult? What Are the 'Basics' Required for Successful Pricing? What Role(s) Should Consultants Play in Pricing? What Types of Companies& Industries Have Had Long Standing Historical Pricing Functions? The Bottom Line Profit 'Practical Pricing' Defined What's a Price Plan? Creating the Price Plan - The Pricing Pyramid Phase I - 'Band Aid' Current Price Practices Assessment Short Term Fixes Types of Pricing Strategies Penetration Pricing Low Price / High Volume Price Set to 'Penetrate' the Market Low Price to Secure High Volumes Typical in Mass Market Products Chocolate Bars, Food Stuffs, Household Goods etc Suitable For Products With Long Anticipated Life Cycles May Be Useful if Launching Into a New Market Market Skimming Value Pricing Loss Leader Psychological Pricing Going Rate (Price Leadership) Tender Pricing Price Discrimination Destroyer Pricing / Predatory Pricing Absorption / Full Cost Pricing Marginal Cost Pricing Contribution Pricing Target Pricing Cost-Plus Pricing Influence of Elasticity Price Reductions to Increase Market Share Price Waterfall Pricing Policies Competitive Bidding and Negotiated Prices Transfer Pricing Global Considerations and Online Pricing Global Pricing Strategies Online Pricing Other Ways to Increase Price Managing Price at the Account Level Pricing Culture& Behaviour Phase II Price Strategy& Key Alignments General Business Goals Key Alignments Feedback Phase III Pricing Design Pricing Goals& Objectives Policies& Procedures Pricing Approaches Pricing Data& Systems Pricing Tactics& Management Price Increases Other ways to increase ASP Contract Compliance Technology-Enabled Pricing New Product Pricing Key Metrics Reporting Phase IV Implementation Pricing Training& Support Price Decision Tree Structure Other Issues Legal The Pricing Team Post Audit Analysis (Post Launch) The Pricing Team Building the Organization and Locating it 'Correctly' in the Organization Pricing as a Career True Stories 'From the Trenches'