Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches. The authors’ creative insights in to company abilities to pro-actively influence pricing dynamics will compel you to reassess the foundations of your current strategy. This book is full of intriguing, fresh insights that will expand your perspective on what is possible in maximizing revenue from your company’s products and services.
—Mark Greatrex, Chief Marketing Officer, Cox Communications.
Former SVP leading Global Still Beverages, The Coca-Cola Company.
This book presents a leading-edge approach to pricing in competitive markets. The premise of the book is simple: To effectively price, managers must understand market context—the frame of reference for buyers. Context is far more important than the usual measures of price variation. Using case studies and other evidence, the authors show how to create pricing strategies and structures which lead to superior revenue results. I strongly recommend this readable and useful book to any business leader who suspects their company is falling short of achievable revenues.
—Dave Calhoun, Chairman and CEO of the Nielsen Company.
Former Vice Chairman of the General Electric Company.
Contextual Pricing is a ground-breaking work. It develops the dry theories of consumer behavior and pricing policy into a highly interesting look at pricing. The book is fresh, blends in humor and real-life observation, and is a must-read to anyone concerned about monetization strategies.
—Professor Raul L. Katz, Columbia Business School, Columbia University;
Director of Business Strategy Research, Columbia Institute for Tele-Information
In clear and practical language, Contextual Pricing reveals the “black box” of the buyer’s decision process and has resulted in tremendous win-wins for buyers and sellers in the entertainment industry. The prescriptions in this book have driven hundred-million-dollar revenue uplifts in my industry. The prescriptions outlined in Contextual Pricing provide the framework and strategies critical to both routine and on-off pricing negotiations, which have become increasingly important as old business models evolve and new ones emerge.
—Lynne Costantini, Executive Vice President,
Scripps Networks Interactive (The Food Network, HGTV, and DIY).
This book makes clear that you don’t have to have expensive systems or masses of data. You just need a firm priority on getting better at pricing using the guidelines provided in the book.
—Catherine Wolfe, CEO, Walters Kluwer UK (CCH, Croner)
The harsh reality today is that if you do not really understand customer’s decision-processes then your yields will suffer. Particularly when the internet drives both pricing transparency and commoditization of so many products, the only means for addressing revenue pressures is to address market contexts such as differences in customer knowledge, competition, costs and offer terms. Contextual Pricing arms management with those insights. Unpleasant surprises result when companies do not really understand the context in which customers will view their offers.
—Hans Gieskes, President and CEO,
Cision A.B. Group, former Chairman of Monster.com
Although ostensibly focused on the narrow topic of price, Contextual Pricing is also a comprehensive book about business strategy and business principles in general. While many of Contextual Pricing’s examples come from the B2B services area, the message and lessons translate perfectly into the steel and project business. Pricing is the single most important profit driver, but the book’s appeal benefits from humor and the author’s love and familiarity with The Beatles—which means this business book really rocks!
—Hans J. Sack, President and CEO, Berg EuroPipe Holding Company,
and former President of Latrobe Specialty Steel.
To capture value in competitive consumer goods markets such as skin care and personal care means understanding the timing and context of sales on a systematic basis. This book outlines the new realities with compelling examples, broad principles and occasional humor. This book is revolutionary. The book identifies a roadmap to achieve replicable gains from 4% to as high as 30%.
—Robert Urbain, Former CEO,
Boots Healthcare Americas (Clearasil, Boots Hand Cream, etc.)