Description
An in-depth and up-to-date discussion of pricing strategy that incorporates the latest developments in generative AI
In The Pricing Playbook: A Practical Guide to Revenue Growth Management in the Age of AI, author Ingo Reinhardt delivers a uniquely insightful discussion of the theoretical underpinnings of pricing. He also presents detailed instructions for using that theory to construct a revenue growth management framework that will guide the pricing strategy within your organization.
Reinhardt offers a selection of specific case studies that focus specifically on the opportunities and challenges created by the ongoing digitization and proliferation of generative AI technologies. The book explains and contextualizes how this new suite of tools and platforms should impact business leaders’ pricing decisions.
Inside the book:
- Detailed discussions of the underlying methods and principles that forward-looking organizations use to make pricing decisions in an environment that includes generative AI
- Step-by-step guidance for creating a comprehensive pricing and revenue growth management strategy for your firm
- Up-to-date explorations of the basics of pricing theory and important subtopics, including value pricing, price elasticities, and behavioural pricing
Perfect for managers, executives, and all other business leaders with a stake in crafting pricing strategies at their organization, The Pricing Playbook is also a must-read for entrepreneurs, founders, and team leaders at high-growth organizations looking for expert advice on a critical subject that’s evolving rapidly.
Table of Contents
LIST OF FIGURES xiii
LIST OF TABLES xix
PREFACE xxi
CHAPTER 1 INTRODUCTION 1
CHAPTER 2 FOUNDATIONS 7
2.1 Terminology 7
2.2 The Role of Pricing in the Firm 12
2.3 Theoretical Foundations 19
2.4 Pricing and RGM in Practice 47
2.5 Further Reading 128
CHAPTER 3 BUILDING THE RGM PLAYBOOK 135
3.1 Pricing and RGM Strategy 136
3.2 Integrating into a Pricing Framework 142
3.3 International RGM Considerations 178
3.4 How to Build Your RGM Playbook 186
CHAPTER 4 DIGITALIZATION OF PRICING AND RGM 187
4.1 Digitalization 188
4.2 Evolution of RGM in the Digital Age 192
4.3 Generative AI for RGM 203
4.4 Use Cases in RGM for CPG Companies 237
4.5 Use Cases in Other Industries 243
CHAPTER 5 WAY AHEAD: THE MARKET-LED ORGANIZATION 249
BIBLIOGRAPHY 253
ABOUT THE AUTHOR 263
INDEX 265
