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• Cover
• Table of Contents
• Title Page
• Copyright
• Dedication
• INTRODUCTION: Changing the Pricing Conversation
• How pricing strategy shapes a business
• How pricing strategy shapes an industry
• How pricing strategy shapes society
• It’s time to change the game of pricing
• Define your own pricing strategy
• Preview of what you’ll find in the book …
• … and some shortcuts as you start reading
• Now let’s answer Question 1
• PART I: Rethinking Pricing Strategically
• CHAPTER 1: Three Information Sources
• The drivers matter more than the amounts
• A strategic view of costs
• A strategic view of value
• A strategic view of competition
• The conflicting answers from pricing methods
• Key takeaways
• CHAPTER 2: Four Economic Frameworks
• The role of elasticity
• The role of differentiation
• The role of game theory
• The role of supply and demand
• Key takeaways
• CHAPTER 3: Seven Games in the Strategic Pricing Hexagon
• Rationales for connecting market characteristics and pricing approaches
• Value Game
• Uniform Game
• Cost Game
• Power Game
• Custom Game
• Choice Game
• Dynamic Game
• What pricing game are you playing?
• Key takeaways
• CHAPTER 4: Six Market Forces
• Fragmentation
• Commoditization
• Consolidation
• Customization
• Digitalization
• Innovation
• Key takeaways
• CHAPTER 5: What the Hex? The Political Angles of Pricing Decisions
• Pricing authority and leadership in the seven pricing games
• Key takeaways
• CHAPTER 6: What’s Next? The Design of Pricing Models
• Why each of these pricing model decisions matters
• Making decisions on pricing architecture
• Making decisions on pricing adjusters
• Key takeaways
• Before you move on to Part II …
• PART II: Winning the Seven Pricing Games
• CHAPTER 7: The Value Game: When Art Trumps Science
• The special nature of pricing in the Value Game
• Winning the Value Game
• Impact: Long‐term value
• Key takeaways
• CHAPTER 8: The Uniform Game: The All‐Time Classic
• The special nature of pricing in the Uniform Game
• Shaping demand and elasticity to drive pricing strategy
• The impact: More sophisticated Uniform Game pricing
• Key takeaways
• CHAPTER 9: The Cost Game: Where Efficiency Reigns
• The special nature of pricing in the Cost Game
• Pricing to cost to gain scale and drive efficiencies
• The impact: A win–win for customers and sellers
• Key takeaways
• CHAPTER 10: The Power Game: When Every Move Counts
• The special nature of pricing in the Power Game
• Finding handholds and footholds
• Impact: Getting a firm grip on pricing
• Key takeaways
• CHAPTER 11: The Custom Game: Making Sense of the Chaos
• The special nature of pricing in the Custom Game
• Imposing order on the chaos
• Impact: Less chaos, more order
• Key takeaways
• CHAPTER 12: The Choice Game: Framing Options for Customers
• The special nature of pricing in the Choice Game
• Optimizing the lineup to serve more customer needs
• Impact: An offer for every customer segment
• Key takeaways
• CHAPTER 13: The Dynamic Game: When Everything Matters
• The special nature of pricing in the Dynamic Game
• Optimal pricing in real time
• Impact: Sustained value creation in the Dynamic Game
• Key takeaways
• Before you move on to Part III …
• PART III: Changing Your Pricing Game
• CHAPTER 14: Innovation: Seizing a Step‐Change Opportunity
• How Emerald defined a new pricing strategy
• How Emerald implemented its value‐driven strategy
• Key takeaways
• CHAPTER 15: As‐a‐Service: Growing with Your Customer
• How Maricross defined a new pricing strategy
• How Maricross implemented its as‐a‐Service strategy
• Key takeaways
• CHAPTER 16: AI: Perfecting Price Differentiation
• The endless loop of promotions
• How Montclaude defined a new pricing strategy
• How Montclaude implemented its AI‐driven promotion strategy
• Key takeaways
• CHAPTER 17: Channel: Going Direct to Consumers
• How Tesla defined a new pricing strategy
• How Tesla implemented its D2C strategy
• Key takeaways
• CHAPTER 18: Scale: Achieving the Ultimate Cost Advantage
• Turning internal efficiencies into a business opportunity
• How Amazon defined a new pricing strategy
• How Amazon implemented its cost‐driven strategy
• Key takeaways
• CHAPTER 19: Free: Competing with the Most Magical Price Point
• The difference between low price and no price
• How Intuit defined a new pricing strategy
• How Intuit implemented its freemium strategy
• Embracing free beyond a competitive response
• Key takeaways
• Before you move on to Part IV …
• PART IV: Shaping Society Through Pricing Decisions
• CHAPTER 20: Fairness: How to Differentiate Prices Across Customers
• A fair price is … ?
• … a price accepted by both parties?
• … a price that is the same for everyone?
• … a price set by the free market?
• … a price that shares value equitably between parties?
• Progressive pricing as practical application for low‐marginal‐cost offers
• Key takeaways
• CHAPTER 21: Equitable Pricing: How Buyers and Sellers Share Value
• The fairest price – not the highest price – optimizes profits
• How to implement fair pricing
• Key takeaways
• CHAPTER 22: Access: How Pricing Can Eradicate Diseases
• Hepatitis C: The economic burden of a cure
• A uniform, up‐front, per‐patient pricing model is intrinsically flawed
• Exploring the Value Game: The payer licensing agreement
• Benefits of the payer licensing agreement
• The challenges of implementation
• Key takeaways
• CHAPTER 23: Green Premium: How to Shape Demand for Sustainable Solutions
• Quantifying the Green Premium Quandary
• Segmenting consumers to understand demand for green products
• Redesigning offers to reshape the green demand curve
• Key takeaways
• CHAPTER 24: CO2: How to Encourage Lower Carbon Emissions
• What is the voluntary carbon market?
• The VCM should move from the Custom Game to the Choice Game
• The VCM should evolve into a structured lineup of offers targeting different customer segments
• Key takeaways
• CHAPTER 25: Impact: How Progressive Pricing Can Scale Social Ventures
• Why nonprofits hesitate to become commercial
• How charging for initiatives can increase their social impact
• How higher revenue drives greater scale and greater impact
• Progressive pricing is an option for social ventures
• How the strategic pricing questions are also relevant for nonprofit organizations
• Key takeaways
• As you move on …
• Epilogue
• Appendix: About the Studies
• Chapter 20: Fairness
• Chapter 21: Equitable Pricing
• Chapter 22: Access
• Chapter 23: Green Premium
• Chapter 24: CO2
• Notes
• Introduction
• Part I
• Chapter 1
• Chapter 2
• Chapter 3
• Chapter 4
• Chapter 5
• Chapter 6
• Chapter 7
• Chapter 8
• Chapter 9
• Chapter 10
• Chapter 11
• Chapter 12
• Chapter 13
• Chapter 14
• Chapter 15
• Chapter 16
• Chapter 17
• Chapter 18
• Chapter 19
• Chapter 20
• Chapter 21
• Chapter 22
• Chapter 23
• Chapter 24
• Chapter 25
• Epilogue
• Acknowledgments
• About the Authors
• Jean‐Manuel Izaret (JMI)
• Arnab Sinha
• Index
• End User License Agreement