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Implementing Value Pricing

Author : Ronald J. Baker
Publisher : John Wiley & Sons
ISBN 13 : 047092957X
Total Pages : 78 pages
Book Rating : 4.4/5 (79 download)

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Book Synopsis Implementing Value Pricing by : Ronald J. Baker

Download or read book Implementing Value Pricing written by Ronald J. Baker and published by John Wiley & Sons. This book was released on 2010-11-29 with total page 78 pages. Available in PDF, EPUB and Kindle. Book excerpt: Praise for IMPLEMENTING VALUE PRICING A Radical Business Model for Professional Firms "Ron Baker is the most prolific and best writer when it comes to pricing services. This is a must-read for executives and partners in small to large firms. Ron provides the basics, the advanced ideas, the workbooks, the case studies everything. This is a must-have and a terrific book." Reed K. Holden founder and CEO, Holden Advisors, Corp., Associate Professor, Columbia University www.holdenadvisors.com "We've known through Ron Baker's earlier books that he's not just an extraordinary thinker and truly brilliant writer he's a mover and a shaker on a mission. This is the End of Time! Brilliant." Paul Dunn Chairman, B1G1® www.b1g1.com "Implementing Value Pricing is a powerful blend of theory, strategy, and tactics. Ron Baker's most recent offering is ambitious in scope, exploring topics that include economic theory, customer orientation, value identification, service positioning, and pricing strategy. He weaves all of them together seamlessly, and includes numerous examples to illustrate his primary points. I have applied the knowledge I've gained from his body of work, and the benefits to me and to my customers have been immediate, significant, and ongoing." Brent Uren Principal, Valuation & Business Modeling Ernst & Young® www.ey.com "Ron Baker is a revolutionary. He is on a radical crusade to align the interests of service providers with those of their customers by having lawyers, accountants, and consultants charge based on the value they provide, rather than the effort it takes. Implementing Value Pricing is a manifesto that establishes a clear case for the revolution. It provides detailed guidance that includes not only strategies and tactics, but key predictive indicators for success. It is richly illustrated by the successes of firms that have embraced value-based pricing to make their services not only more cost-effective for their customers, but more profitable as well. The hallmark of a manifesto is an unyielding sense of purpose and a call to action. Let the revolution begin." Robert G. Cross, Chairman and CEO, Revenue Analytics, Inc. Author, Revenue Management: Hard-Core Tactics for Market Domination

Pricing and Revenue Optimization

Author : Robert Phillips
Publisher : Stanford University Press
ISBN 13 : 0804781648
Total Pages : 470 pages
Book Rating : 4.8/5 (47 download)

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Book Synopsis Pricing and Revenue Optimization by : Robert Phillips

Download or read book Pricing and Revenue Optimization written by Robert Phillips and published by Stanford University Press. This book was released on 2005-08-05 with total page 470 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is the first comprehensive introduction to the concepts, theories, and applications of pricing and revenue optimization. From the initial success of "yield management" in the commercial airline industry down to more recent successes of markdown management and dynamic pricing, the application of mathematical analysis to optimize pricing has become increasingly important across many different industries. But, since pricing and revenue optimization has involved the use of sophisticated mathematical techniques, the topic has remained largely inaccessible to students and the typical manager. With methods proven in the MBA courses taught by the author at Columbia and Stanford Business Schools, this book presents the basic concepts of pricing and revenue optimization in a form accessible to MBA students, MS students, and advanced undergraduates. In addition, managers will find the practical approach to the issue of pricing and revenue optimization invaluable. Solutions to the end-of-chapter exercises are available to instructors who are using this book in their courses. For access to the solutions manual, please contact [email protected].

Asset Pricing

Author : John H. Cochrane
Publisher : Princeton University Press
ISBN 13 : 1400829135
Total Pages : 560 pages
Book Rating : 4.4/5 (8 download)

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Book Synopsis Asset Pricing by : John H. Cochrane

Download or read book Asset Pricing written by John H. Cochrane and published by Princeton University Press. This book was released on 2009-04-11 with total page 560 pages. Available in PDF, EPUB and Kindle. Book excerpt: Winner of the prestigious Paul A. Samuelson Award for scholarly writing on lifelong financial security, John Cochrane's Asset Pricing now appears in a revised edition that unifies and brings the science of asset pricing up to date for advanced students and professionals. Cochrane traces the pricing of all assets back to a single idea--price equals expected discounted payoff--that captures the macro-economic risks underlying each security's value. By using a single, stochastic discount factor rather than a separate set of tricks for each asset class, Cochrane builds a unified account of modern asset pricing. He presents applications to stocks, bonds, and options. Each model--consumption based, CAPM, multifactor, term structure, and option pricing--is derived as a different specification of the discounted factor. The discount factor framework also leads to a state-space geometry for mean-variance frontiers and asset pricing models. It puts payoffs in different states of nature on the axes rather than mean and variance of return, leading to a new and conveniently linear geometrical representation of asset pricing ideas. Cochrane approaches empirical work with the Generalized Method of Moments, which studies sample average prices and discounted payoffs to determine whether price does equal expected discounted payoff. He translates between the discount factor, GMM, and state-space language and the beta, mean-variance, and regression language common in empirical work and earlier theory. The book also includes a review of recent empirical work on return predictability, value and other puzzles in the cross section, and equity premium puzzles and their resolution. Written to be a summary for academics and professionals as well as a textbook, this book condenses and advances recent scholarship in financial economics.

World Class Pricing

Author : Paul Hunt
Publisher : iUniverse
ISBN 13 : 1475980388
Total Pages : 213 pages
Book Rating : 4.4/5 (759 download)

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Book Synopsis World Class Pricing by : Paul Hunt

Download or read book World Class Pricing written by Paul Hunt and published by iUniverse. This book was released on 2013-04-02 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: WORLD CLASS PRICING is the indispensable roadmap to take your pricing organization from its' current class to World Class. It is built upon the 5 Levels of World Class Pricing – what has become the industry standard for tackling pricing improvement amongst pricing professionals. The approach to pricing improvement shared in this book has been successfully applied by many of the worlds’ leading companies including Exxon Mobil, GE, Michelin and J&J, among a host of others. It provides a positive vision of each step that needs to be taken on the journey to pricing improvement. Whether stuck firefighting at Level 1, cost-based pricing at Level 2, utilizing value-based pricing at Level 3, applying optimization at Level 4, or on the brink of achieving World Class at Level 5, this book has something for you.

Pricing and Profitability Management

Author : Julie Meehan
Publisher : John Wiley & Sons
ISBN 13 : 047082705X
Total Pages : 256 pages
Book Rating : 4.4/5 (78 download)

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Book Synopsis Pricing and Profitability Management by : Julie Meehan

Download or read book Pricing and Profitability Management written by Julie Meehan and published by John Wiley & Sons. This book was released on 2011-06-28 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: The practical guide to using pricing and profitability management to build a better business A comprehensive reference for any business professional looking to understand the capabilities and competencies required for effectively managing pricing and profitability, Pricing and Profitability Management explains how to determine the right approach, tools, and techniques for each of six key categories (pricing strategy, price execution, advanced analytics and optimization, organizational alignment and governance, pricing technology and data management, and tax and regulatory effectiveness). Exploring each category in detail, the book addresses how an integrated approach to pricing improvement can give a sustainable, competitive advantage to any organization. The ultimate "how to" manual for any executive or manager interested in price management, the book presents a holistic, comprehensive framework that shows how integrating these pricing categories into a cohesive program leads to impressive gains that cannot be achieved through a single-pronged approach. Presents a comprehensive framework for more effectively managing pricing and profitability Identities the six key categories of pricing and profitability management Shows you how to gain a competitive edge by managing pricing and profitability Taking a comprehensive view of pricing, companies can position themselves to tap a vast source of shareholder value—the ability to set and enforce profitable prices, not just once, but again and again in response to marketplace changes and evolving business needs—and this book will show you how.

Principles of Pricing

Author : Rakesh V. Vohra
Publisher : Cambridge University Press
ISBN 13 : 1107010659
Total Pages : 261 pages
Book Rating : 4.1/5 (7 download)

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Book Synopsis Principles of Pricing by : Rakesh V. Vohra

Download or read book Principles of Pricing written by Rakesh V. Vohra and published by Cambridge University Press. This book was released on 2012-03-05 with total page 261 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Many businesses focus on driving volume or reducing costs rather than increasing price under the mistaken belief they have greater control over volume and costs than price. Yet, a 1% increase in price (holding volume fixed) has a greater impact on operating profit than a 1% increase in volume or a 1% decrease in cost. By not seizing the initiative on price, businesses abrogate decisions about price to competitors, customers, and the channel. A careful analysis and understanding of those same actors could help them price in a more profitable manner. Hence, this book, which is designed to communicate the fundamental principles of pricing. In marked contrast to other books on pricing, this one is based on economic theory. This is not to deny the value to be had from looking at pricing through other lenses. It is simply that these other lenses do not yet provide a systematic and organized way to think about pricing. Economic theory does. Its power is not in the provision of to-do lists or the Gradgrind-like accumulation of facts.8 Rather, it is in generating the right questions to be asked. Both our own experiences and that related to us by our students who have taken our classes has confirmed us in this view. A second point of contrast with other treatments of pricing is that we convey principles through stylized examples rather than anecdotes"--Provided by publisher.

The Win Without Pitching Manifesto

Author : Blair Enns
Publisher :
ISBN 13 : 9781999523503
Total Pages : 143 pages
Book Rating : 4.5/5 (235 download)

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Book Synopsis The Win Without Pitching Manifesto by : Blair Enns

Download or read book The Win Without Pitching Manifesto written by Blair Enns and published by . This book was released on 2018 with total page 143 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Pricing Analytics

Author : Walter R. Paczkowski
Publisher : Routledge
ISBN 13 : 1351713094
Total Pages : 318 pages
Book Rating : 4.3/5 (517 download)

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Book Synopsis Pricing Analytics by : Walter R. Paczkowski

Download or read book Pricing Analytics written by Walter R. Paczkowski and published by Routledge. This book was released on 2018-06-27 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: The theme of this book is simple. The price – the number someone puts on a product to help consumers decide to buy that product – comes from data. Specifically, itcomes from statistically modeling the data. This book gives the reader the statistical modeling tools needed to get the number to put on a product. But statistical modeling is not done in a vacuum. Economic and statistical principles and theory conjointly provide the background and framework for the models. Therefore, this book emphasizes two interlocking components of modeling: economic theory and statistical principles. The economic theory component is sufficient to provide understanding of the basic principles for pricing, especially about elasticities, which measure the effects of pricing on key business metrics. Elasticity estimation is the goal of statistical modeling, so attention is paid to the concept and implications of elasticities. The statistical modeling component is advanced and detailed covering choice (conjoint, discrete choice, MaxDiff) and sales data modeling. Experimental design principles, model estimation approaches, and analysis methods are discussed and developed for choice models. Regression fundamentals have been developed for sales model specification and estimation and expanded for latent class analysis.

Pricing in General Insurance

Author : Pietro Parodi
Publisher : CRC Press
ISBN 13 : 1466581441
Total Pages : 590 pages
Book Rating : 4.4/5 (665 download)

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Book Synopsis Pricing in General Insurance by : Pietro Parodi

Download or read book Pricing in General Insurance written by Pietro Parodi and published by CRC Press. This book was released on 2014-10-15 with total page 590 pages. Available in PDF, EPUB and Kindle. Book excerpt: Based on the syllabus of the actuarial industry course on general insurance pricing — with additional material inspired by the author’s own experience as a practitioner and lecturer — Pricing in General Insurance presents pricing as a formalised process that starts with collecting information about a particular policyholder or risk and ends with a commercially informed rate. The main strength of this approach is that it imposes a reasonably linear narrative on the material and allows the reader to see pricing as a story and go back to the big picture at any time, putting things into context. Written with both the student and the practicing actuary in mind, this pragmatic textbook and professional reference: Complements the standard pricing methods with a description of techniques devised for pricing specific products (e.g., non-proportional reinsurance and property insurance) Discusses methods applied in personal lines when there is a large amount of data and policyholders can be charged depending on many rating factors Addresses related topics such as how to measure uncertainty, incorporate external information, model dependency, and optimize the insurance structure Provides case studies, worked-out examples, exercises inspired by past exam questions, and step-by-step methods for dealing concretely with specific situations Pricing in General Insurance delivers a practical introduction to all aspects of general insurance pricing, covering data preparation, frequency analysis, severity analysis, Monte Carlo simulation for the calculation of aggregate losses, burning cost analysis, and more.

The Psychology of Graphic Design Pricing

Author : Michael C Janda
Publisher : Independently Published
ISBN 13 : 9781794390140
Total Pages : 208 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis The Psychology of Graphic Design Pricing by : Michael C Janda

Download or read book The Psychology of Graphic Design Pricing written by Michael C Janda and published by Independently Published. This book was released on 2019-02-07 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: Learn how to price creative work with confidence. Win more bids. Make more money. When it comes to pricing their work, far too many freelance designers and agencies merely guess what to charge their clients. As a result, profitable projects have as much to do with luck as they do anything else. In The Psychology of Graphic Design Pricing, you'll learn how to take luck out of the equation by calculating the cost to produce your work, understanding its market value, and extracting your client's budget. These three variables are used in a pricing spectrum, empowering you to price your work with confidence and profitability in every project opportunity. This book will teach you how to calculate your production costs, understand market value, extract your client's budget, bid with the right project price, and increase your profitability.

Pricing Beauty

Author : Ashley Mears
Publisher : Univ of California Press
ISBN 13 : 0520950216
Total Pages : 325 pages
Book Rating : 4.5/5 (29 download)

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Book Synopsis Pricing Beauty by : Ashley Mears

Download or read book Pricing Beauty written by Ashley Mears and published by Univ of California Press. This book was released on 2011-09-14 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: Sociologist Ashley Mears takes us behind the brightly lit runways and glossy advertisements of the fashion industry in this insider’s study of the world of modeling. Mears, who worked as a model in New York and London, draws on observations as well as extensive interviews with male and female models, agents, clients, photographers, stylists, and others, to explore the economics and politics—and the arbitrariness— behind the business of glamour. Exploring a largely hidden arena of cultural production, she shows how the right "look" is discovered, developed, and packaged to become a prized commodity. She examines how models sell themselves, how agents promote them, and how clients decide to hire them. An original contribution to the sociology of work in the new cultural economy, Pricing Beauty offers rich, accessible analysis of the invisible ways in which gender, race, and class shape worth in the marketplace.

The Pricing and Profit Playbook

Author : Joanne M. Smith
Publisher :
ISBN 13 : 9780989723800
Total Pages : 182 pages
Book Rating : 4.7/5 (238 download)

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Book Synopsis The Pricing and Profit Playbook by : Joanne M. Smith

Download or read book The Pricing and Profit Playbook written by Joanne M. Smith and published by . This book was released on 2013-10-01 with total page 182 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pricing is one of the largest levers companies have for improving profits, yet B2B companies so often under-invest in pricing. This book provides simplified, practical ways to improve profits. It shows leaders how to transform and sustain high-profit pricing one play at a time. The playbook's holistic approach covers the key management elements (culture, strategy, people, processes, and systems) needed to unlock superior pricing. The advice and solutions, contained in this book, have been tested in numerous diverse businesses and proven to turn mediocre returns into superior profits.

The Oxford Handbook of Pricing Management

Author : Özalp Özer
Publisher : OUP Oxford
ISBN 13 : 0191634263
Total Pages : 976 pages
Book Rating : 4.1/5 (916 download)

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Book Synopsis The Oxford Handbook of Pricing Management by : Özalp Özer

Download or read book The Oxford Handbook of Pricing Management written by Özalp Özer and published by OUP Oxford. This book was released on 2012-06-07 with total page 976 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Oxford Handbook of Pricing Management is a comprehensive guide to the theory and practice of pricing across industries, environments, and methodologies. The Handbook illustrates the wide variety of pricing approaches that are used in different industries. It also covers the diverse range of methodologies that are needed to support pricing decisions across these different industries. It includes more than 30 chapters written by pricing leaders from industry, consulting, and academia. It explains how pricing is actually performed in a range of industries, from airlines and internet advertising to electric power and health care. The volume covers the fundamental principles of pricing, such as price theory in economics, models of consumer demand, game theory, and behavioural issues in pricing, as well as specific pricing tactics such as customized pricing, nonlinear pricing, dynamic pricing, sales promotions, markdown management, revenue management, and auction pricing. In addition, there are articles on the key issues involved in structuring and managing a pricing organization, setting a global pricing strategy, and pricing in business-to-business settings.

Lean Pricing

Author : Omar Mohout
Publisher : Die Keure Publishing
ISBN 13 : 9048624495
Total Pages : 378 pages
Book Rating : 4.0/5 (486 download)

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Book Synopsis Lean Pricing by : Omar Mohout

Download or read book Lean Pricing written by Omar Mohout and published by Die Keure Publishing. This book was released on 2015-12-10 with total page 378 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pricing is hard as it determines your market position, whether your customers buy from you and whether you can provide the level of service required by those customers Lean Pricing is a practical toolkit that will positively influence your pricing strategy, revealing insights in the different pricing methods and tactics used by successful companies. You will discover a great number of case studies where these methods are successfully applied which will help you set-up or optimize your current pricing strategy. This book will answer the following key questions: • What price can you ask? • What pricing strategy will you adopt? • Whether you launched a startup or work for a big tech company is not important. As long as you believe that pricing plays a key role in your success, this book will provide the guidance, insights and inspiration you need. Lean Pricing is part of the Lean series, a series of books tackling the challenges that technology entrepreneurs and companies are facing. A must-have for startups ! EXCERPT The aim of this book is to provide insights in the different pricing methods, strategies and tactics to set pricing, as well as plenty of case studies where these methods are successfully applied. This is not a book for people that are looking for complex economic theories around price setting. It is rather a no-nonsense, ready-to-apply comprehensive guide for creating and reviewing your pricing strategy that will serve as a work of reference for a long time to come. ABOUT THE AUTHOR Omar Mohout is a Growth Engineer. He is an expert in building repeatable, scalable customer acquisition engines for born-on-the-web companies. Omar is an entrepreneur that turned startup advisor & mentor.

The Pricing of Progress

Author : Eli Cook
Publisher : Harvard University Press
ISBN 13 : 0674982541
Total Pages : 365 pages
Book Rating : 4.6/5 (749 download)

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Book Synopsis The Pricing of Progress by : Eli Cook

Download or read book The Pricing of Progress written by Eli Cook and published by Harvard University Press. This book was released on 2017-09-25 with total page 365 pages. Available in PDF, EPUB and Kindle. Book excerpt: How did Americans come to quantify their society’s progress and well-being in units of money? In today’s GDP-run world, prices are the standard measure of not only our goods and commodities but our environment, our communities, our nation, even our self-worth. The Pricing of Progress traces the long history of how and why we moderns adopted the monetizing values and valuations of capitalism as an indicator of human prosperity while losing sight of earlier social and moral metrics that did not put a price on everyday life. Eli Cook roots the rise of economic indicators in the emergence of modern capitalism and the contested history of English enclosure, Caribbean slavery, American industrialization, economic thought, and corporate power. He explores how the maximization of market production became the chief objective of American economic and social policy. We see how distinctly capitalist quantification techniques used to manage or invest in railroad corporations, textile factories, real estate holdings, or cotton plantations escaped the confines of the business world and seeped into every nook and cranny of society. As economic elites quantified the nation as a for-profit, capitalized investment, the progress of its inhabitants, free or enslaved, came to be valued according to their moneymaking abilities. Today as in the nineteenth century, political struggles rage over who gets to determine the statistical yardsticks used to gauge the “health” of our economy and nation. The Pricing of Progress helps us grasp the limits and dangers of entrusting economic indicators to measure social welfare and moral goals.

Revenue Management and Pricing Analytics

Author : Guillermo Gallego
Publisher : Springer
ISBN 13 : 1493996061
Total Pages : 336 pages
Book Rating : 4.4/5 (939 download)

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Book Synopsis Revenue Management and Pricing Analytics by : Guillermo Gallego

Download or read book Revenue Management and Pricing Analytics written by Guillermo Gallego and published by Springer. This book was released on 2019-08-14 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: “There is no strategic investment that has a higher return than investing in good pricing, and the text by Gallego and Topaloghu provides the best technical treatment of pricing strategy and tactics available.” Preston McAfee, the J. Stanley Johnson Professor, California Institute of Technology and Chief Economist and Corp VP, Microsoft. “The book by Gallego and Topaloglu provides a fresh, up-to-date and in depth treatment of revenue management and pricing. It fills an important gap as it covers not only traditional revenue management topics also new and important topics such as revenue management under customer choice as well as pricing under competition and online learning. The book can be used for different audiences that range from advanced undergraduate students to masters and PhD students. It provides an in-depth treatment covering recent state of the art topics in an interesting and innovative way. I highly recommend it." Professor Georgia Perakis, the William F. Pounds Professor of Operations Research and Operations Management at the Sloan School of Management, Massachusetts Institute of Technology, Cambridge, Massachusetts. “This book is an important and timely addition to the pricing analytics literature by two authors who have made major contributions to the field. It covers traditional revenue management as well as assortment optimization and dynamic pricing. The comprehensive treatment of choice models in each application is particularly welcome. It is mathematically rigorous but accessible to students at the advanced undergraduate or graduate levels with a rich set of exercises at the end of each chapter. This book is highly recommended for Masters or PhD level courses on the topic and is a necessity for researchers with an interest in the field.” Robert L. Phillips, Director of Pricing Research at Amazon “At last, a serious and comprehensive treatment of modern revenue management and assortment optimization integrated with choice modeling. In this book, Gallego and Topaloglu provide the underlying model derivations together with a wide range of applications and examples; all of these facets will better equip students for handling real-world problems. For mathematically inclined researchers and practitioners, it will doubtless prove to be thought-provoking and an invaluable reference.” Richard Ratliff, Research Scientist at Sabre “This book, written by two of the leading researchers in the area, brings together in one place most of the recent research on revenue management and pricing analytics. New industries (ride sharing, cloud computing, restaurants) and new developments in the airline and hotel industries make this book very timely and relevant, and will serve as a critical reference for researchers.” Professor Kalyan Talluri, the Munjal Chair in Global Business and Operations, Imperial College, London, UK.

Confessions of the Pricing Man

Author : Hermann Simon
Publisher : Springer
ISBN 13 : 3319204009
Total Pages : 231 pages
Book Rating : 4.3/5 (192 download)

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Book Synopsis Confessions of the Pricing Man by : Hermann Simon

Download or read book Confessions of the Pricing Man written by Hermann Simon and published by Springer. This book was released on 2015-10-20 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: The world’s foremost expert on pricing strategy shows how this mysterious process works and how to maximize value through pricing to company and customer. In all walks of life, we constantly make decisions about whether something is worth our money or our time, or try to convince others to part with their money or their time. Price is the place where value and money meet. From the global release of the latest electronic gadget to the bewildering gyrations of oil futures to markdowns at the bargain store, price is the most powerful and pervasive economic force in our day-to-day lives and one of the least understood. The recipe for successful pricing often sounds like an exotic cocktail, with equal parts psychology, economics, strategy, tools and incentives stirred up together, usually with just enough math to sour the taste. That leads managers to water down the drink with hunches and rules of thumb, or leave out the parts with which they don’t feel comfortable. While this makes for a sweeter drink, it often lacks the punch to have an impact on the customer or on the business. It doesn’t have to be that way, though, as Hermann Simon illustrates through dozens of stories collected over four decades in the trenches and behind the scenes. A world-renowned speaker on pricing and a trusted advisor to Fortune 500 executives, Simon’s lifelong journey has taken him from rural farmers’ markets, to a distinguished academic career, to a long second career as an entrepreneur and management consultant to companies large and small throughout the world. Along the way, he has learned from Nobel Prize winners and leading management gurus, and helped countless managers and executives use pricing as a way to create new markets, grow their businesses and gain a sustained competitive advantage. He also learned some tough personal lessons about value, how people perceive it, and how people profit from it. In this engaging and practical narrative, Simon leaves nothing out of the pricing cocktail, but still makes it go down smoothly and leaves you wanting to learn more and do more—as a consumer or as a business person. You will never look at pricing the same way again.