Insights

Innovation in Pricing: Contemporary Theories and Best Practices

Edited by Andreas Hinterhuber and Stephan Liozu (Chapter 22 by ZS Managing Principal Mike Moorman)

Introduction


Innovation in Pricing

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Pricing has a substantial and immediate impact on profitability. Most companies, however, still use costs or competition as a main basis for setting prices. Product or business model innovation has a high priority for many companies whereas innovation in pricing has received scant attention. This book examines how innovation in pricing can drive profits.

This edited volume brings together 26 articles from academics, business practitioners and consultants. Authors are from the world’s largest companies, leading research-based universities and consulting companies specialized in pricing.

This is the only book dedicated to innovation in pricing and an essential read for business executives and pricing managers wishing to treat innovation in pricing as seriously as they treat product or business model innovation.


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Book Reviews


"Finally, a book that gives dozens of examples of innovative pricing. Even one idea that grabs your attention can create a fortune." Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing at Kellogg School of Management, Northwestern University, USA

"This book is full of the latest pricing strategies practicing executives and researchers on marketing have to know." Atsuo Utaka, Kyoto University, Japan

Nominated for Marketing Book of the Year 2013 — Expert Marketer Magazine