{"product_id":"contextual-pricing-9780071772464","title":"Contextual Pricing: The Death Of List Price And The New Market Reality","description":"\u003cp\u003e\u003cb\u003eA REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\"\u003ci\u003eContextual Pricing\u003c\/i\u003e delivers a knock-out punch to complacent and low-return pricing approaches. . . . This book is full of intriguing, fresh insights which will expand your perspective on what is possible in maximizing revenue from your company's products and services.\"\u003cbr\u003e\u003cb\u003e-Mark Greatrex, Chief Marketing Officer, Cox Communications, and former SVP, Global Still Beverages, The Coca Cola Company\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\"To effectively price, managers must understand market context-the frame of reference for buyers. Context is far more important than the usual measures of price variation. I strongly recommend this readable and useful book to any business leader who suspects his or her company is falling short of achievable revenues.\"\u003cbr\u003e\u003cb\u003e-Dave Calhoun, Chairman and CEO, Nielsen Company, and former Vice Chairman, General Electric Company\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003e\u003cb\u003eAbout the Book:\u003c\/b\u003e\u003c\/p\u003e\u003cp\u003eA few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in \"value.\"\u003c\/p\u003e\u003cp\u003e\u003ci\u003eContextual Pricing\u003c\/i\u003e describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer-if context is strategically managed. This fact is how Procter \u0026amp; Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy.\u003c\/p\u003e\u003cp\u003eThis readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you're a CEO, P\u0026amp;L manager marketing director, sales manager, or entrepreneur, \u003ci\u003eContextual Pricing\u003c\/i\u003e shows you how to:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eUnderstand how your customer will make buying decisions and the role of pricing in those decisions\u003c\/li\u003e\n\u003cli\u003eEstablish better, more intuitive prices using context\u003c\/li\u003e\n\u003cli\u003eDevelop contextual pricing strategies that defeat competitor pricing-how contextual pricing can be the antidote to destructive price wars \u003c\/li\u003e\n\u003cli\u003eHarmonize your pricing with branding, product development and channel strategies\u003c\/li\u003e\n\u003cli\u003eIncrease your profits with proven pricing tools, such as scientific bundling, tiering, branding, upsell \"hooks\" and more\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eThrough its illuminating case-by-case studies, \u003ci\u003eContextual Pricing\u003c\/i\u003e delivers a wide range of pricing techniques and customer insights that you won't find anywhere else. You'll learn how to avoid common pitfalls when raising or lowering prices and discover how you can compete in traditional or emerging digital marketplaces-and beat the competition through superior tactics, not through lower margins.\u003c\/p\u003e\u003cp\u003eWhen you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success.\u003c\/p\u003e","brand":"McGraw-Hill Professional","offers":[{"title":"Default Title","offer_id":42979078668454,"sku":"9780071772464","price":19.9,"currency_code":"MYR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0443\/8471\/4918\/products\/9780071772464_1.jpg?v=1656110109","url":"https:\/\/bookxcess.myshopify.com\/products\/contextual-pricing-9780071772464","provider":"Staging Site ","version":"1.0","type":"link"}