Provides entrepreneurs with a practical guide on how to set and manage the pricing of both products and services. It outlines the process of deriving a pricing strategy first, then monitoring the profit implications of the pricing decisions made. In a climate of market instability, the skilful use of pricing strategies has never been more important.
This book provides entrepreneurs with a practical guide on how to set and manage the pricing of both the products and services that they offer. It outlines the process of deriving a pricing strategy first, and then monitoring the profit implications of any pricing decisions made.
In a logical, sequential format, the author sets out basic financial tools such as the Profit and Loss Account, and explains how best to understand and negotiate within the business to business and business to consumer markets. In a climate of market instability, the book is a timely examination of pricing as an essential practical discipline in the business world.
ONE: AN OVERVIEW OF THE PRICING PROCESS
TWO: THE FOUNDATIONS OF THE PRICING DECISION
THREE: HOW OTHERS PRICE
FOUR: PRICE POSITIONING AND STRATEGIES
FIVE: VALUE-BASED PRICING
SIX: PRICING TACTICS – DEALING WITH THE DAY TO DAY PRESSURES ON PRICE
SEVEN: PRICE WARS – ANTICIPATING/PREVENTING/FIGHTING THEM (BUT ONLY IF YOU HAVE TO)
EIGHT: THE ART OF PRICE NEGOTIATION
Ian Ruskin-Brown is a highly experienced marketing
consultant. For many years he was a member of the Faculty of the
Chartered Institute of Marketing, its training arm. Until recently he
was a member of the IBM International Business
School and he is currently part of the faculties of Management Centre
Europe in Brussels, the Singapore Institute of Management
[International] and IIRme based in Dubai.He is the author of Marketing your Service Business and Mastering Marketing now in its 2nd edition, both published by Thorogood.