Pricing on Purpose Creating and Capturing Value 1st Edition by Ronald J Baker ISBN 0471729809 9780471729808
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Product details:
ISBN 10: 0471729809
ISBN 13: 9780471729808
Author: Ronald J. Baker
Pricing on Purpose explores the importance of pricing, one of the four Ps (product, promotion, place, and price) of marketing, that is largely ignored in business literature. Pricing is the opportunity for a business to capture the value of what it provides to the customer, and deserves as much attention as promotion, product and place in the marketing strategy of any business. This book calls attention to the market share fallacy, explains the difference between cost-plus pricing and value pricing, and provides best-practice pricing examples. It presents the theory of value—long established in the economics profession—and how any business can use various pricing strategies to communicate and capture the value of their products and services.
Table of contents:
Praise
Title Page
Copyright Page
Dedication
Epigraph
Foreword
PREFACE
Acknowledgements
ABOUT THE AUTHOR
Chapter 1 – WHY IS MOVIE THEATER POPCORN SO EXPENSIVE?
Chapter 2 – WHY ARE WE IN BUSINESS?
Chapter 3 – MIND OVER MATTER
Chapter 4 – THE OLD BUSINESS EQUATION
Chapter 5 – THE NEW BUSINESS EQUATION
Chapter 6 – NINETY-NINE-CENT PRICING, ENGAGEMENT RINGS, AND THE ASSUMPTION OF RATIONALITY
Chapter 7 – THE INVISIBLE HAND: NO ONE PERSON KNOWS HOW TO MAKE A PENCIL
Chapter 8 – A TALE OF TWO THEORIES
Chapter 9 – COST-PLUS PRICING’S EPITAPH
Chapter 10 – THE WRONG MISTAKES
Chapter 11 – PRICE-LED COSTING REPLACES COST ACCOUNTING
Chapter 12 – WHAT AND HOW PEOPLE BUY
Chapter 13 – THE VALUE PROPOSITION
Chapter 14 – THE CONSUMER SURPLUS AND PRICE DISCRIMINATION
Chapter 15 – CUSTOMER SEGMENTATION STRATEGIES
Chapter 16 – PRICE DISCRIMINATION IN PRACTICE
Chapter 17 – THERE IS NO SUCH THING AS A COMMODITY
Chapter 18 – BAKER’S LAW: BAD CUSTOMERS DRIVE OUT GOOD CUSTOMERS
Chapter 19 – ETHICS, FAIRNESS, AND PRICING
Chapter 20 – ANTITRUST LAW
Chapter 21 – WHO IS IN CHARGE OF VALUE?
Chapter 22 – PRICING ON PURPOSE: GETTING PAID FOR THE VALUE YOUR COMPANY CREATES
BIBLIOGRAPHY
SUGGESTED READING
INDEX
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Tags: Ronald J Baker, Pricing, Purpose, Creating, Capturing, Value