Innovation in Pricing – Contemporary Theories and Best Practices


Pricing has a substantial and immediate impact on profitability. Most companies, however, still use costs or competition as a main basis for setting prices. Product or business model innovation has a high priority for many companies, whereas innovation in pricing has received scant attention. This book examines how innovation in pricing drives profits.




Pricing is the most important driver of profits; surprisingly, it is also the area most executives overlook.
This research shows how to overcome common Pricing misconceptions.
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