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Contextual Pricing
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Contextual Pricing
by Cecilia Nguyen, John G. Hanson, Michael Barzelay, Robert Docters
Contextual Pricing
Cover Page
Contextual Pricing
Copyright Page
Content Page
Acknowledgments
Introduction
Part 1 The Journey from Product to Context
1 Context and the Death of List Price
2 Why Value Matters Less with Competition
3 Which Contexts Matter to You?
4 Living in the Digital World
5 Antidotes to Price Pressure
Part 2 Pricing for Poets and Profit Maximizers
6 Price Structure
7 Scientific Bundling and Tiering
8 Dangerous Ways to Reduce or Increase Price
Part 3 Pricing Programs and the Marketing Mix
9 Segmentation, Context, and Time
10 The Hinge of Fate: Pricing Strategy
11 Higher Return: Introductory Pricing Strategies
12 Brand, Messaging, and Competition
Part 4 Tools for Management
13 First Steps and Missteps
14 Cheap and Cheerful Pricing Tools
15 Key Contextual Data Is Not in Your Company’s Database
16 An Enabling Systems Architecture
17 Creative Pricing
Index
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Contextual Pricing
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Copyright Page
Contextual Pricing
The Death of List Price and the New Reality
Rob Docters
John Hanson
Cecilia Nguyen
Michael Barzelay
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