Practical Pricing for Results

Practical Pricing for Results

by Ian Ruskin-Brown


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This book provides entrepreneurs with a practical guide on how to set and manage the pricing of both the products and services that they offer. It outlines the process of deriving a pricing strategy first, and then monitoring the profit implications of any pricing decisions made. In a logical, sequential format, the author sets out basic financial tools such as the Profit and Loss Account, and explains how best to understand, and negotiate within, the business to business and business to consumer markets. In a climate of market instability, the book is a timely examination of pricing as an essential practical discipline in the business world.

Product Details

ISBN-13: 9781854183743
Publisher: Thorogood
Publication date: 01/28/2008
Pages: 385
Product dimensions: 6.25(w) x 9.50(h) x 1.10(d)

About the Author

Ian Ruskin-Brown is a highly experienced marketing consultant. For fourteen years he was a course director for the Chartered Institute of Marketing. He designed, wrote and piloted the in-company training courses on marketing and selling their consultancy services for The IBM Marketing University, ICL Training and Kodak Health Imaging. He currently runs the Marketing Your Services Course for Management Centre Europe, part of the American Marketing Association.

Table of Contents

Introduction; 1) An Overview of the Pricing Process; 2) The Foundations of the Pricing Decision; 3) How Others Price; 4) Price Positioning and Strategies; 5) Value-Based Pricing; 6) Pricing Tactics: Dealing with the Day to Day Pressures on Price; 7) Price-Wars: Anticipating/Preventing/Fighting Them (But Only if You Have to); 8) The Art of Price Negotiation; Appendix 1: Answers and Discussions for the Exercises; Appendix 2: That Calculations for Pricing; Appendix 3: Main Sources and Recommended Reading List; Index.

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