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Author: Robert Docters
Publisher: McGraw Hill Professional
ISBN: 0071772464
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS “Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches. . . . This book is full of intriguing, fresh insights which will expand your perspective on what is possible in maximizing revenue from your company’s products and services.” —Mark Greatrex, Chief Marketing Officer, Cox Communications, and former SVP, Global Still Beverages, The Coca Cola Company “To effectively price, managers must understand market context—the frame of reference for buyers. Context is far more important than the usual measures of price variation. I strongly recommend this readable and useful book to any business leader who suspects his or her company is falling short of achievable revenues.” —Dave Calhoun, Chairman and CEO, Nielsen Company, and former Vice Chairman, General Electric Company About the Book: A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.” Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer—if context is strategically managed. This fact is how Procter & Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy. This readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you’re a CEO, P&L manager marketing director, sales manager, or entrepreneur, Contextual Pricing shows you how to: Understand how your customer will make buying decisions and the role of pricing in those decisions Establish better, more intuitive prices using context Develop contextual pricing strategies that defeat competitor pricing—how contextual pricing can be the antidote to destructive price wars Harmonize your pricing with branding, product development and channel strategies Increase your profits with proven pricing tools, such as scientific bundling, tiering, branding, upsell “hooks” and more Through its illuminating case-by-case studies, Contextual Pricing delivers a wide range of pricing techniques and customer insights that you won’t find anywhere else. You’ll learn how to avoid common pitfalls when raising or lowering prices and discover how you can compete in traditional or emerging digital marketplaces—and beat the competition through superior tactics, not through lower margins. When you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success.
Author: Robert Docters
Publisher: McGraw Hill Professional
ISBN: 0071772464
Category : Business & Economics
Languages : en
Pages : 274
Get Book Here
Book Description
A REVOLUTIONARY NEW PERSPECTIVE ON HOW PRICING REALLY WORKS “Contextual Pricing delivers a knock-out punch to complacent and low-return pricing approaches. . . . This book is full of intriguing, fresh insights which will expand your perspective on what is possible in maximizing revenue from your company’s products and services.” —Mark Greatrex, Chief Marketing Officer, Cox Communications, and former SVP, Global Still Beverages, The Coca Cola Company “To effectively price, managers must understand market context—the frame of reference for buyers. Context is far more important than the usual measures of price variation. I strongly recommend this readable and useful book to any business leader who suspects his or her company is falling short of achievable revenues.” —Dave Calhoun, Chairman and CEO, Nielsen Company, and former Vice Chairman, General Electric Company About the Book: A few leading companies have jettisoned ideas about pricing that other companies believe are indispensible. The result has been superior performance against competitors who persist in a simplistic 1990s belief in “value.” Contextual Pricing describes how buyers are influenced by comparison points and contextual messages more than by actual price levels. Identical products can sell at radically different prices to the same target customer—if context is strategically managed. This fact is how Procter & Gamble, GE, Coca-Cola Company, Amazon, Google, Microsoft, and others make sure they get the best possible price. The use of context is changing the way companies price and sell in the new global economy. This readable and market-tested book describes the contextual pricing perspective, how it is being used in B2B and B2C markets, and how you can make the shift to contextual pricing in your own business. Whether you’re a CEO, P&L manager marketing director, sales manager, or entrepreneur, Contextual Pricing shows you how to: Understand how your customer will make buying decisions and the role of pricing in those decisions Establish better, more intuitive prices using context Develop contextual pricing strategies that defeat competitor pricing—how contextual pricing can be the antidote to destructive price wars Harmonize your pricing with branding, product development and channel strategies Increase your profits with proven pricing tools, such as scientific bundling, tiering, branding, upsell “hooks” and more Through its illuminating case-by-case studies, Contextual Pricing delivers a wide range of pricing techniques and customer insights that you won’t find anywhere else. You’ll learn how to avoid common pitfalls when raising or lowering prices and discover how you can compete in traditional or emerging digital marketplaces—and beat the competition through superior tactics, not through lower margins. When you know the secrets of Contextual Pricing, you can name your price, drive your sales, increase your profits, and own your success.
Author: Seohee Park
Publisher: Seohee Academy
ISBN:
Category : Study Aids
Languages : en
Pages : 84
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Book Description
Book Introduction: Marketing Management by Seohee Park In the ever-evolving landscape of business, where innovation and consumer preferences shift rapidly, effective marketing management stands as the cornerstone of a company’s success. Seohee Park’s Marketing Management, the third volume in her acclaimed MBA Course Model Paper Series, offers an unparalleled guide to mastering the art and science of marketing in today’s dynamic market environment. Seohee Park, a visionary leader in business education, has poured her extensive expertise and passion into this seminal work. With a deep understanding of both theoretical principles and practical applications, Park presents a comprehensive exploration of marketing strategies that are both cutting-edge and grounded in time-tested wisdom. Marketing Management is not just a textbook—it is a gateway to unlocking the full potential of marketing practices. This volume delves into the complexities of market analysis, strategic planning, and execution, offering readers a rich blend of insights that are essential for navigating the competitive business world. In this transformative book, you will discover: · Strategic Insights: Gain access to detailed strategies and frameworks that help businesses align their marketing efforts with overall corporate objectives. Park’s approach integrates contemporary marketing trends with strategic foresight, guiding readers on how to craft impactful marketing plans. · Case Studies and Real-World Examples: Explore an array of case studies that illustrate successful marketing campaigns and the lessons learned from them. These examples provide practical insights into how companies have effectively leveraged marketing to achieve their goals. · Practical Tools and Techniques: Learn about actionable tools and techniques that can be applied to real-world marketing challenges. Park’s practical advice equips readers with the skills needed to design, implement, and evaluate marketing strategies that drive business success. · Innovative Perspectives: Benefit from Park’s unique perspectives, informed by her extensive experience in law, finance, and management. Her approach to marketing management is both innovative and grounded in solid research, offering readers a fresh outlook on traditional concepts. Marketing Management is an invitation to elevate your understanding of marketing and to embrace a strategic approach to achieving business excellence. Seohee Park’s compelling narrative and insightful analysis make this book a must-read for MBA students, marketing professionals, and anyone eager to deepen their knowledge of marketing management. In a world where marketing can make or break a business, Seohee Park’s Marketing Management stands as a beacon of clarity and inspiration. It challenges readers to think critically, act strategically, and lead with confidence. This book is not just a guide—it is a transformative resource that will empower you to navigate the complexities of marketing with expertise and vision. Embark on a journey through the pages of this remarkable book and discover how to harness the power of marketing to drive success and innovation. Seohee Park’s Marketing Management is more than a text; it is a catalyst for growth and a testament to her unwavering commitment to excellence in business education. 책 소개: 박서희의 『마케팅 관리』 비즈니스의 빠르게 변화하는 환경에서, 혁신과 소비자 선호가 지속적으로 변하는 가운데, 효과적인 마케팅 관리는 회사의 성공을 위한 초석으로 자리잡고 있습니다. 박서희의 『마케팅 관리』는 그녀의 명성 높은 MBA Course Model Paper Series의 세 번째 권으로, 오늘날의 역동적인 시장 환경에서 마케팅의 예술과 과학을 마스터할 수 있는 유일무이한 가이드를 제공합니다. 박서희는 비즈니스 교육의 선구자로서 그녀의 방대한 전문성과 열정을 이 중요한 저작에 쏟았습니다. 이론적 원칙과 실질적 응용을 깊이 이해한 박서희는 최첨단의 마케팅 전략을 탐구하며, 시간의 검증을 받은 지혜를 바탕으로 독자들에게 포괄적인 통찰을 제시합니다. 『마케팅 관리』는 단순한 교과서가 아닙니다—이 책은 마케팅 실천의 모든 잠재력을 열어주는 문을 열어줍니다. 이 책은 시장 분석, 전략적 계획, 실행의 복잡성을 다루며, 경쟁이 치열한 비즈니스 세계를 항해하는 데 필요한 풍부한 통찰을 제공합니다. 이 혁신적인 책에서 여러분은 다음과 같은 내용을 발견할 수 있습니다: · 전략적 통찰: 기업이 마케팅 노력을 전체 기업 목표와 일치시킬 수 있도록 도와주는 자세한 전략과 프레임워크를 제공합니다. 박서희의 접근법은 현대의 마케팅 트렌드와 전략적 예측을 통합하여 독자들에게 효과적인 마케팅 계획을 수립하는 방법을 안내합니다. · 사례 연구 및 실제 예제: 성공적인 마케팅 캠페인과 그로부터 배운 교훈을 담은 다양한 사례 연구를 탐구합니다. 이 사례들은 기업들이 마케팅을 효과적으로 활용하여 목표를 달성한 실제 통찰을 제공합니다. · 실용적인 도구와 기법: 실제 마케팅 도전에 적용할 수 있는 실행 가능한 도구와 기법을 배울 수 있습니다. 박서희의 실용적인 조언은 독자들에게 비즈니스 성공을 이끄는 마케팅 전략을 설계, 구현 및 평가하는 데 필요한 기술을 제공합니다. · 혁신적인 시각: 법학, 금융, 경영 분야에서의 폭넓은 경험을 바탕으로 박서희가 제공하는 독창적인 시각을 통해 새로운 전통 개념에 대한 신선한 관점을 얻을 수 있습니다. 『마케팅 관리』는 마케팅에 대한 이해를 높이고 비즈니스 우수성을 달성하기 위한 전략적 접근을 받아들일 것을 초대합니다. 박서희의 설득력 있는 서사와 통찰력 있는 분석은 이 책을 MBA 학생들, 마케팅 전문가들, 그리고 마케팅 관리에 대한 지식을 깊이 있게 탐구하고자 하는 모든 이들에게 필독서로 자리매김하게 합니다. 마케팅이 비즈니스를 성공시키거나 좌초시킬 수 있는 이 시대에서, 박서희의 『마케팅 관리』는 명확성과 영감을 제공하는 등대와 같습니다. 이 책은 독자들에게 비판적으로 사고하고, 전략적으로 행동하며, 자신감 있게 리더십을 발휘할 것을 도전합니다. 이 책은 단순한 가이드가 아니라, 마케팅의 복잡성을 전문가의 시각으로 헤쳐 나갈 수 있도록 돕는 변혁적인 자원입니다. 이 놀라운 책의 페이지를 통해 마케팅의 힘을 활용하여 성공과 혁신을 이끄는 방법을 발견해 보세요. 박서희의 『마케팅 관리』는 단순한 학문적 작업을 넘어, 비즈니스 교육에서의 탁월함에 대한 그녀의 변함없는 헌신을 입증하는 중요한 자료입니다.
Author: Carolyn Hardin
Publisher: Duke University Press
ISBN: 1478021608
Category : Business & Economics
Languages : en
Pages : 117
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Book Description
Arbitrage—the trading practice that involves buying assets in one market at a cheap price and immediately selling them in another market for a profit—is fundamental to the practice of financial trading and economic understandings of how financial markets function. Because traders complete transactions quickly and use other people's money, arbitrage is considered to be riskless. Yet, despite the rhetoric of riskless trading, the arbitrage in mortgage-backed securities led to the 2008 financial crisis. In Capturing Finance Carolyn Hardin offers a new way of understanding arbitrage as a means for capturing value in financial capitalism. She shows how arbitrage relies on a system of abstract domination built around risk. The commonsense beliefs that taking on debt is necessary for affording everyday life and that investing is necessary to secure retirement income compel individuals to assume risk while financial institutions amass profits. Hardin insists that mitigating financial capitalism's worst consequences, such as perpetuating class and racial inequities, requires challenging the narratives that naturalize risk as a necessary element of financial capitalism as well as social life writ large.
Author: Hermann Simon
Publisher: Springer
ISBN: 3319204009
Category : Business & Economics
Languages : en
Pages : 231
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Book Description
The world’s foremost expert on pricing strategy shows how this mysterious process works and how to maximize value through pricing to company and customer. In all walks of life, we constantly make decisions about whether something is worth our money or our time, or try to convince others to part with their money or their time. Price is the place where value and money meet. From the global release of the latest electronic gadget to the bewildering gyrations of oil futures to markdowns at the bargain store, price is the most powerful and pervasive economic force in our day-to-day lives and one of the least understood. The recipe for successful pricing often sounds like an exotic cocktail, with equal parts psychology, economics, strategy, tools and incentives stirred up together, usually with just enough math to sour the taste. That leads managers to water down the drink with hunches and rules of thumb, or leave out the parts with which they don’t feel comfortable. While this makes for a sweeter drink, it often lacks the punch to have an impact on the customer or on the business. It doesn’t have to be that way, though, as Hermann Simon illustrates through dozens of stories collected over four decades in the trenches and behind the scenes. A world-renowned speaker on pricing and a trusted advisor to Fortune 500 executives, Simon’s lifelong journey has taken him from rural farmers’ markets, to a distinguished academic career, to a long second career as an entrepreneur and management consultant to companies large and small throughout the world. Along the way, he has learned from Nobel Prize winners and leading management gurus, and helped countless managers and executives use pricing as a way to create new markets, grow their businesses and gain a sustained competitive advantage. He also learned some tough personal lessons about value, how people perceive it, and how people profit from it. In this engaging and practical narrative, Simon leaves nothing out of the pricing cocktail, but still makes it go down smoothly and leaves you wanting to learn more and do more—as a consumer or as a business person. You will never look at pricing the same way again.
Author: Robert Bork
Publisher:
ISBN: 9781736089712
Category :
Languages : en
Pages : 536
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Book Description
The most important book on antitrust ever written. It shows how antitrust suits adversely affect the consumer by encouraging a costly form of protection for inefficient and uncompetitive small businesses.
Author: Chris Anderson
Publisher: Hachette Books
ISBN: 1401384633
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
What happens when the bottlenecks that stand between supply and demand in our culture go away and everything becomes available to everyone? "The Long Tail" is a powerful new force in our economy: the rise of the niche. As the cost of reaching consumers drops dramatically, our markets are shifting from a one-size-fits-all model of mass appeal to one of unlimited variety for unique tastes. From supermarket shelves to advertising agencies, the ability to offer vast choice is changing everything, and causing us to rethink where our markets lie and how to get to them. Unlimited selection is revealing truths about what consumers want and how they want to get it, from DVDs at Netflix to songs on iTunes to advertising on Google. However, this is not just a virtue of online marketplaces; it is an example of an entirely new economic model for business, one that is just beginning to show its power. After a century of obsessing over the few products at the head of the demand curve, the new economics of distribution allow us to turn our focus to the many more products in the tail, which collectively can create a new market as big as the one we already know. The Long Tail is really about the economics of abundance. New efficiencies in distribution, manufacturing, and marketing are essentially resetting the definition of what's commercially viable across the board. If the 20th century was about hits, the 21st will be equally about niches.
Author: Ed Catmull
Publisher: Random House
ISBN: 0679644504
Category : Business & Economics
Languages : en
Pages : 367
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Book Description
The co-founder and longtime president of Pixar updates and expands his 2014 New York Times bestseller on creative leadership, reflecting on the management principles that built Pixar’s singularly successful culture, and on all he learned during the past nine years that allowed Pixar to retain its creative culture while continuing to evolve. “Might be the most thoughtful management book ever.”—Fast Company For nearly thirty years, Pixar has dominated the world of animation, producing such beloved films as the Toy Story trilogy, Finding Nemo, The Incredibles, Up, and WALL-E, which have gone on to set box-office records and garner eighteen Academy Awards. The joyous storytelling, the inventive plots, the emotional authenticity: In some ways, Pixar movies are an object lesson in what creativity really is. Here, Catmull reveals the ideals and techniques that have made Pixar so widely admired—and so profitable. As a young man, Ed Catmull had a dream: to make the first computer-animated movie. He nurtured that dream as a Ph.D. student, and then forged a partnership with George Lucas that led, indirectly, to his founding Pixar with Steve Jobs and John Lasseter in 1986. Nine years later, Toy Story was released, changing animation forever. The essential ingredient in that movie’s success—and in the twenty-five movies that followed—was the unique environment that Catmull and his colleagues built at Pixar, based on philosophies that protect the creative process and defy convention, such as: • Give a good idea to a mediocre team and they will screw it up. But give a mediocre idea to a great team and they will either fix it or come up with something better. • It’s not the manager’s job to prevent risks. It’s the manager’s job to make it safe for others to take them. • The cost of preventing errors is often far greater than the cost of fixing them. • A company’s communication structure should not mirror its organizational structure. Everybody should be able to talk to anybody. Creativity, Inc. has been significantly expanded to illuminate the continuing development of the unique culture at Pixar. It features a new introduction, two entirely new chapters, four new chapter postscripts, and changes and updates throughout. Pursuing excellence isn’t a one-off assignment but an ongoing, day-in, day-out, full-time job. And Creativity, Inc. explores how it is done.
Author: Drew Gilpin Faust
Publisher: Vintage
ISBN: 0375703837
Category : History
Languages : en
Pages : 385
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Book Description
NATIONAL BESTSELLER • NATIONAL BOOK AWARD FINALIST • An "extraordinary ... profoundly moving" history (The New York Times Book Review) of the American Civil War that reveals the ways that death on such a scale changed not only individual lives but the life of the nation. An estiated 750,000 soldiers lost their lives in the American Civil War. An equivalent proportion of today's population would be seven and a half million. In This Republic of Suffering, Drew Gilpin Faust describes how the survivors managed on a practical level and how a deeply religious culture struggled to reconcile the unprecedented carnage with its belief in a benevolent God. Throughout, the voices of soldiers and their families, of statesmen, generals, preachers, poets, surgeons, nurses, northerners and southerners come together to give us a vivid understanding of the Civil War's most fundamental and widely shared reality. With a new introduction by the author, and a new foreword by Mike Mullen, 17th Chairman of the Joint Chiefs of Staff.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 64
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Book Description
The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Author: Scott Belsky
Publisher: Viking
ISBN: 9780670920556
Category : Creative ability in business
Languages : en
Pages : 256
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Book Description
Thomas Edison famously said that genius is 1% inspiration and 99% perspiration. Every day, new solutions, revolutionary cures, and artistic breakthroughs are conceived and squandered by smart people. Along with the gift of creativity come the obstacles to making ideas happen: lack of organisation, lack of accountability and a lack of community support.Scott Belsky has interviewed hundreds of the most productive creative people and teams in the world, revealing a common trait: a carefully trained capacity for ideas execution. Implementing your ideas is a skill that can be taught, and Belsky distils the core principles in this book.While many of us obsess about discovering great new ideas, Belsky shows why it is better to develop the capacity to make ideas happen - using old-fashioned passion and perspiration. Making Ideas Happen reveals the practical yet counterintuitive techniques of "serial creatives" - those few who make their visions a reality.
