Summary : Smart Pricing - Jagmohan Raju and Z. John Zhang
How Google, Priceline, and Leading Businesses Use Pricing Innovation for ProfitabilityeBook - 2014
This work offers a summary of the book "SMART PRICING: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability" by Jagmohan Raju and Z. John Zhang. Jagmohan Raju is a professor and chair of the marketing department of The Wharton School of the University of Pennsylvania. Z. John Zhang is professor of marketing at Wharton. In Smart Pricing, they point out that many companies fail to have a deliberate pricing strategy. In fact, many managers rarely give pricing much serious thought at all. This is unfortunate because pricing offers great opportunities to move ahead. Instead of pricing your products or services using simplistic methods, there is a rich variety of other pricing strategies to try. "Like most business practices, the best pricing decision is grounded not only in theory, but experience and instinct. Our experience has taught us that pulling the price lever demands courage and confidence, the kind best built on your knowledge about what pricing can do, how you can price your goods and services, and how consumers and your competition might react to your pricing decisions."Smart Pricing teaches innovative pricing strategies that companies can put into practice to create and capture value and customers.
Publisher: [United States] : Business Book Summaries : Made available through hoopla, 2014
Characteristics: 1 online resource