Классная цена. О секретах умного ценообразования

1. Pricing By Voodoo Or Bingo? -- There's A Better Way -- 2. When They Say Price, They Really Mean Value -- 3. What Would You Pay For This? : Perils And Pitfalls Of Pricing Research -- 4. Price Discrimination -- Segmenting By Price Sensitivity -- 5. Customers Behaving Badly -- How Pricing Can Help -- 6. Standing Out From The Crowd -- Pricing's Role In Positioning And Differentiation -- 7. Competing With Value Players -- Hit Back With Benefits -- 8. Fighting Price Wars -- Planning To Escape Pain -- 9. Fixing The Right Price -- Structures, Segments And Stairways -- 10. Communicating Prices -- Creating Positive Perceptions -- 11. Why Pay More? : How To Get Higher Prices -- 12. Pricing Success -- Keeping Discipline, Measuring Results. Tony Cram. Includes Bibliographical References And Index. Are your prices too low? Some of your customers would pay more, and there are times and places where you could charge more. Of course none of your customers will tell you this, as competitors tempt them with promises of lower prices and the media trains them to be bargain-hunters. All this price pressure is one way - downwards. This book will help you to move your customers and your business in the other direction - upwards. It's all about commanding the right price, and the right price is, more than you would imagine possible, a higher one. This is Smarter Pricing, and these are the rules of commanding a higher price and capturing more value. Pricing, the most neglected element of the marketing mix can have an unrivalled impact on the bottom line. This text helps managers make more intelligent pricing decisions, implement pricing strategies and structures more effectively in the market and capture more value for their business