The 10 Rules of Highly Effective Pricing

Transform your organisation’s pricing strategy to take advantage of exciting new opportunities to unlock profitable growth In The Ten Rules of Highly Effective Pricing, renowned pricing strategist Danilo Zatta delivers an insightful and effective roadmap to taking control of your organisation’s monetization strategies and boosting profits. The author explains the 10 key elements to transform your price management; such as making pricing a CEO priority, instilling a culture of profit, selling value, differentiating prices, setting up the pricing governance, avoiding price wars and other rules to help capture opportunities for extraordinary profit and growth that companies not observing these rules simply miss out on. In this authoritative yet easy-to-read book, you’ll explore inspiring case studies of real-world companies that have realised the tremendous potential of pricing transformation to unlock their firms’ latent profitability. You’ll also discover the foundational pricing concepts you need to understand if you aim to drive incredible results in your company’s top- and bottom lines. This book also offers: All the necessary ingredients for a successful, company-wide pricing transformation Clear explanations of the key elements that determine successful pricing - and how to maximize profitability at the pricing level Strategies for identifying present and future monetization opportunities Techniques for generating immediate wins, as well as strategies for generating long-term advantage A can’t-miss resource for managers, founders, executives, directors, and entrepreneurs with a stake in driving growth and profitability in their firms, The Ten Rules of Highly Effective Pricing will also earn a place on the bookshelves of business and management students learning about contemporary pricing strategy. 'Company marketers spend a lot of time on promotion and take pricing for granted. Zatta's new book The 10 Rules of Highly Effective Pricing will help wake up company marketers to the profit coming from creative pricing.’ - Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

Preface xi Part I Ineffective Pricing Rules 1 Why Pricing is Key but Seldom Effective 3 Part II The 10 Rules of Highly Effective Pricing 13 Rule 1 Make Pricing a CEO Priority 15 Rule 2 Disseminate the Culture of Profit 37 Rule 3 Understand and Sell Value 59 Rule 4 Differentiate Prices 83 Rule 5 Consolidate Profits by Increasing Prices 107 Rule 6 Avoid Price Wars 133 Rule 7 Cultivate Your Price Image 155 Rule 8 Employ Technologies, Directing Algorithms 175 Rule 9 Set the Pricing Governance 197 Rule 10 Debunk the Myths of Pricing 217 Part III How to Win 249 Success with the Pricing Transformation 251 Acknowledgements 269 About the Author 271 Previous Wiley book of Dan Zatta 273 Notes 277