“The concepts espoused in this book taught us to focus on how we deliver superior value to our customers, and thereby enabled pricing strategies that have driven both our growth and profitability.”

Scott Heekin-Canedy

President and General Manager

The New York Times

“…a roadmap to profitable growth, this book helps you put the theories into

practice and deliver measurable results.”

Mark A. Kopelman

Vice President, Strategy and Marketing

RR Donnelley

“Concepts described in this book were instrumental in helping us align our offerings with the value they provide to our customers.”

Keith Bradley, President

Ingram Micro, North America

“Most executives name pricing as their major challenge and major weakness.  This book is an answer.  It is full of new ideas and insights.”

Philip Kotler

Northwestern University

“For nearly two decades, this book has been the most influential and highly regarded reference among pricing professionals.”

Eric Mitchell, President

The Professional Pricing Society

Chapter 1            Tactical Pricing

Chapter 2            Pricing Strategy

Chapter 3            Value Creation

Chapter 4            Price Structure

Chapter 5            Price and Value Communication

Chapter 6            Pricing Policy

Chapter 7            Price Level

Chapter 8            Costs

Chapter 9            Financial Analysis

Chapter 10          Competition

Chapter 11          Channels of Distribution

Chapter 12          Pricing Over the Product Life Cycle

Chapter 13          Price and Value Measurement

Chapter 14          Ethics and the Law