The Pricing Compass

This book provides business owners and practitioners with a comprehensive and pragmatic guide to pricing, which lays out the essential steps to professionalizing pricing from day one all the way to a more mature stage. It not only details the key activities leading to result-driven pricing strategies and execution but also addresses the most important pillars of good pricing governance. To do so, the book covers a broad range of pricing topics relevant at different stages of business evolution, e. g. determining the starting point of the pricing journey, identifying unique selling propositions, gauging willingness to pay (WTP), conducting effective customer profiling, improving promotions, and managing distribution from a pricing standpoint.

Pricing is not what you think. - There is a solution to every pricing puzzle. - Let us get started. - Keep the ball rolling. - Maneuver shades of pricing. - Embark on the pricing journey