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Full Description
As with executives and managers in so many other business functions, pricing specialists are being challenged more and more to substantiate the added value of their activities. Pricing is a core function of every business, and needs not only to contribute positively to short- and long-term results, but also to document its impact to the bottom line. A fundamental part of this is the pricing ROI calculations.
This book, edited by globally renowned thought leaders Andreas Hinterhuber and Stephan Liozu, is the first to outline contemporary theories and best practices of documenting pricing ROI. It provides proven methods, practices and theories on how to calculate the impact of pricing activities on performance. Marketing ROI is now a common concept: this collection proves to do the same for pricing.
Hinterhuber & Liozu introduce the concept of pricing ROI, documenting and quantifying the return on pricing activities and on the pricing function itself is of increasing relevance today and in the future - in times of budget constraints. 20 world class specialists explore the concept of pricing ROI under both a theoretical perspective and a managerial perspective to shed much-needed light on how to measure and increase pricing ROI.
This groundbreaking book will enlighten students and specialists of marketing and sales, pricing managers and executives alike.
Contents
0. Introduction: Pricing - From Finance Back to Finance: The Coming of Age of Pricing ROI Liozu & Hinterhuber 1. Value-Based Pricing ROI Best & Vomocil 2. Cannibalization - Five Easy Pieces Hinterhuber 3. Is There a Long-Term Return on Price Promotions? Balan 4. Pricing Modelling as a Strategic Leverage for Knowledge Intensive Start-Ups: An Explorative Case Study in the Luxury Fashion Industry Denicolai & Merli 5.Making the business case for value-based pricing investments Liozu 6.Evaluating the Impact of Pricing Actions to Drive Further Actions Ruggiero & Haedt 7.Using VOC to Ensure Product Launch Success: "A Case Study Showing How One Firm Prevented a Launch Misfire" Trevenen 8.The Power and Impact of Quick Wins Liozu & Chenal 9.Illuminating Value Capture With Return On Pricing Investment Sodhi 10.Case Study on Breakeven Analysis Indounas 11.Allocating Pricing Resources with a More Strategic ROI Calculation Dvorin & Lennon 12.Making the Case for Value-Based Pricing Software in B2B Markets Arnold 13.Translating Pricing Software Enabled Capabilities to Meaningful Financial Impacts: A Holistic Approach Zawada, Collins & Fuehne 14.Interview with a Pricing Leader: Robert Smith 15.ROI & Impact of Pricing: The State of the Profession Liozu 16.Closing Thoughts Mitchell
