Acknowledgments

When four authors from very diverse backgrounds join to write a book, they pull from many sources and enjoy the support of many thought leaders.

Rob would like to acknowledge the contributions of his partners at Abbey Road: Dan Aks brought his COO experience as a print and media executive; Bert Schefers brought his CMO experience in consumer products; Christine Durman brought a CEO perspective and insights such as product “depth versus breadth”; Martijn Gieskes brought his skills in meticulous examination of demand curves and market evolution; meta-paleontologist Susan Bednarczyk brought her razor-sharp insights on company agendas, and Tracy Korman brought his CEO strategy skills from leading an online medical services company. Rob would also like to thank Julio Zamora of Morgan Stanley for his financial industry insights, Lisa Tilstone for her insights into fashion marketing, Raul Katz and Marty Hyman for their framework on introductory pricing. Finally, many thanks to Nancy Lothrop, Bob Docters, Ann Docters, Mr. Muffin, Steven Lipton, Patrick Thiede, Linda Sullivan, Phebe Prescott, Ray Wolfe, and Randy Burgess for thoughtful suggestions and many chapter reviews.

John and Cecilia would like to thank Tom Jacobson, who brought both wisdom and valuable insights from the broadest client experience. Also, they would like to acknowledge Tiago Salvador and Justin Kim for their contributions in shaping the overall framework for contextual pricing.

Michael would like to acknowledge the contributions of his colleagues at the London School of Economics and elsewhere.

Finally, we would like to thank Niki Papadopoulos, our editor at McGraw-Hill, for bringing both the rigor and a strong point of view which made this book an important tool for anyone concerned with pricing and revenues.