The Pricing Compass: Finding the Solution to Your Pricing Puzzle (Business Guides on the Go)

Preface
Contents
List of Figures
List of Tables
Contents
1: Pricing Is Not What You Think
	1.1	 Pricing Is Not Just About the Price
	1.2	 Strategic or Tactical
	1.3	 A Pragmatic Check on Pricing Maturity
	1.4	 Summary
2: There Is a Solution to Every Pricing Puzzle
	2.1	 When and Why Pricing Fails
		2.1.1	 Ignorance
		2.1.2	 Arrogance
		2.1.3	 Imprudence
		2.1.4	 Indecisiveness
	2.2	 What Does Good Pricing Look Like
	2.3	 What You Can Expect from the Next Chapters
	2.4	 Summary
3: Let Us Get Started
	3.1		 Define the Starting Point (Loop)
	3.2		 Discover Your Unique Selling Point (USP)
	3.3		 Reveal Willingness to Pay (WTP)
		3.3.1		 The Pricing Sandbox
		3.3.2		 van Westendorp
		3.3.3		 Gabor Granger
		3.3.4		 Conjoint Analysis
		3.3.5		 Price Experiment
		3.3.6		 Connecting the Dots
	3.4		 Price It!: The Moment of Truth (MoT)
	3.5		 Summary
4: Keep the Ball Rolling
	4.1	 Understand Your Customers
	4.2	 Expand, Differentiate and Price Smartly
	4.3	 Build Fences Early on
		4.3.1	 The Good
		4.3.2	 The Bad
		4.3.3	 The Ugly
		4.3.4	 The Unsaid
	4.4	 Meet Price Elasticity
		4.4.1	 The Concept
		4.4.2	 The Relevance
		4.4.3	 The Limitation
		4.4.4	 The Application
	4.5	 Summary
5: Maneuver Shades of Pricing
	5.1	 How to Navigate Complexity
		5.1.1	 ABCD Analysis
		5.1.2	 Systematic Product Categorization
	5.2	 How to Improve Promotions
		5.2.1	 Who Is Eligible for Promotions
		5.2.2	 What Products Are Suitable for Promotions
		5.2.3	 How to Design Effective Promotions
	5.3	 How to Manage Distribution
		5.3.1	 Is Distribution Outdated?
		5.3.2	 Managing Distribution from a Pricing Perspective
		5.3.3	 The GBB Pricing Model
		5.3.4	 Price Model Transition
		5.3.5	 Discounts or Rebates
	5.4	 How to Increase Prices
		5.4.1	 Rob’s Price Increase Campaign: A Fictitious Case
		5.4.2	 A Recapitulation
		5.4.3	 The Sequel
		5.4.4	 Last Remarks on Price Increase
	5.5	 Stay Away from a Price War!
		5.5.1	 Nobody Wins in the End
		5.5.2	 Rethink Price War
	5.6	 Dynamic Pricing
	5.7	 Monetize the Predictable
		5.7.1	 Behavioral Pricing vs. Value Pricing
		5.7.2	 Four Behavioral Pricing Tricks
	5.8	 Summary
6: Embark on the Pricing Journey
	6.1	 Set Sail
	6.2	 Navigate Rough Waters
	6.3	 Sail to New Shores
	6.4	 Per Astra Ad Astra
	6.5	 Summary
References
Index