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The Price Advantage, Second Edition 9780470481776书籍详细信息
- ISBN：9780470481776
- 作者：暂无作者
- 出版社：暂无出版社
- 出版时间：2010-06
- 页数：366
- 价格：545.90
- 纸张：胶版纸
- 装帧：精装
- 开本：16开
- 语言：未知
- 丛书：暂无丛书
- TAG：暂无
- 豆瓣评分：暂无豆瓣评分
内容简介：
A comprehensive look at creating pricing strategies that work
in both good economic times and bad Written by three preeminent
pricing experts at McKinsey and Company, the "Second Edition "of"
The Price Advantage" is a practical pricing guide for the executive
or pricing practitioner who wants to identify, capture, and sustain
substantial pricing gains in their business. Pricing is by far the
most powerful profit lever that managers can influence. Yet few
companies approach pricing in a way that fully capitalizes on its
value. This "Second Edition," a major revision and extension of the
first book, " "shows you what it takes to achieve "the price
advantage" in today's competitive and complex business
environments. Based on in-depth, first-hand experience with
thousands of companies, this book provides managers with a
pragmatic guide through the maze of pricing issues. It reinforces
why pricing excellence is more critical than ever today and then
explains state-of-the-art approaches to analyzing and improving
your own pricing strategy and execution. Explores the fundamental
role of pricing infrastructure in achieving "the price advantage"
Includes new topics such as software and information products
pricing, lifecycle pricing, custom-configured products pricing,
pricing of high-count product lines, pricing in distributed sales
environments, "razor/razor blades" pricing, and tiered products and
services pricing Revisits the full range of classic McKinsey
pricing tools, including the pocket price waterfall and value maps
Engaging and informative, the "Second Edition "of" The Price
Advantage" will put this essential discipline in perspective.
书籍目录：
Preface. Acknowledgments. PART ONE: Pricing Fundamentals.
CHAPTER 1: Introduction. The Power of 1 Percent. The Price/Volume
Tradeoff. Market Forces Add Pressure. The Nobility of Pricing
Excellence. Why the Price Advantage Is So Rare. CHAPTER 2:
Components of Pricing Excellence. An Integrated Approach. An
Interdependent Hierarchy. Applying to Your Company-Pinpointing the
Opportunity. PART TWO: Exploring the Levels. CHAPTER 3:
Transactions. The Pocket Price Waterfall. The Pocket Price Band.
The Soundco Radio Company Case. Pocket Margin Waterfall and Band.
Alen Glass Company Case. CHAPTER 4: Customer Value. Mapping Value.
Creating a Value Map. Making Moves on the Value Map. Putting
Customers on the Value Map. Value Profiling. CHAPTER 5: Market
Strategy. Profiting from Better Price Predictions. Planning for an
Expected Price Change. Maintaining Optimal Production and Capacity.
Improving Pricing Conduct. Influencing the Elements of Pricing
Conduct. A Word on Followership. CHAPTER 6: Pricing Infrastructure.
Processes-What Are the Most Critical Types of Pricing Decisions for
Your Business? Organization-Who Is Running the Pricing Profit
Center? Performance Management-How Should We Recognize and Reward
Pricing Performance? Systems and Tools-No Magic Bullet Exists. PART
THREE: Unique Events. CHAPTER 7: Postmerger Pricing. A Temporary
Window of Opportunity. Tremendous Opportunities at Each Pricing
Level. Avoiding Common Postmerger Traps. Antitrust Laws. CHAPTER 8:
Price Wars. Why Price Wars Should Be Avoided. What Really Causes
Price Wars. Staying Out of Price Wars. Getting Out of Price Wars.
When a Price War Might Make Sense. PART FOUR: Expanding the
Boundaries. CHAPTER 9: Legal Degrees of Freedom. Pricing Decisions
That Raise Red Flags. Minimizing Risks While Meeting Pricing
Objectives. Calling in the Attorneys. CHAPTER 10: Lifecycle
Pricing. What Makes Lifecycle Pricing Tough. The Three Phases of
Product Lifecycle Pricing. Sustaining Returns Across the Lifecycle.
CHAPTER 11: Pricing Architecture. Managing Price Perception.
Influencing Customer Behavior. Price Architecture Based on Supplier
Role. PART FIVE: Advanced Topics. CHAPTER 12: Complexity
Management. Section One: Custom-Configured Products. Section Two:
High-Count Product Lines. Section Three: Distributed Sales Models.
CHAPTER 13: Tailored Value. Section One: Price Segmentation.
Section Two: Tiered Products and Services. Section Three: New
Products. Section Four: "Razor/Razor Blades" Offerings. Section
Five: Solutions. CHAPTER 14: Software and Information Products.
Unique Characteristics That Impact Pricing. Exploring the Elements
of Pricing. PART SIX: Making Change Happen. CHAPTER 15: Pricing
Transformation. Designing a Clear Change Program. Accelerating and
Embedding Change. CHAPTER 16: The Monnarch Battery Case. The
Monnarch Battery Company. Transactions. Customer Value. Market
Strategy. Capturing the Monnarch Pricing Opportunity. Hard-Wiring
the Change. Epilogue. APPENDIX 1: Pocket Price and Pocket Margin
Waterfalls. APPENDIX 2: Antitrust Issues. U.S. Pricing Law. EU
Pricing Law. Antitrust Information Sources. APPENDIX 3: List of
Acronyms and Abbreviations. APPENDIX 4: About the Web-Based Tool:
Periscope. About the Authors. Index.
作者介绍：
WALTER L. BAKER is a partner in the Atlanta office of the
international consulting firm of McKinsey & Company. Since
joining McKinsey in 1998, he has worked with clients across
multiple industries in the areas of pricing, sales, marketing, and
strategy. With particular focus on the technology and industrial
sectors, he has authored articles on pricing in CMO magazine, the
McKinsey Quarterly, and the Harvard Business Review. MICHAEL V.
MARN is a partner in the Cleveland office of McKinsey &
Company. He joined McKinsey in 1977 and has developed some of the
most widely used analytic approaches for identifying and capturing
opportunities in pricing. He has written articles on pricing that
have appeared in publications including the Wall Street Journal,
the New York Times, and the Harvard Business Review. CRAIG C.
ZAWADA is a partner in the Calgary office of McKinsey &
Company. Since joining McKinsey in 1997, he has worked with
companies across multiple industries, helping them to identify and
capture improvements in pricing. He is widely published in the area
of pricing strategy, with articles appearing in the Harvard
Business Review, Mergers & Acquisitions, and the McKinsey
Quarterly.
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书籍介绍
A comprehensive look at creating pricing strategies that work in both good economic times and bad Written by three preeminent pricing experts at McKinsey and Company, the "Second Edition "of" The Price Advantage" is a practical pricing guide for the executive or pricing practitioner who wants to identify, capture, and sustain substantial pricing gains in their business. Pricing is by far the most powerful profit lever that managers can influence. Yet few companies approach pricing in a way that fully capitalizes on its value. This "Second Edition," a major revision and extension of the first book, " "shows you what it takes to achieve "the price advantage" in today's competitive and complex business environments. Based on in-depth, first-hand experience with thousands of companies, this book provides managers with a pragmatic guide through the maze of pricing issues. It reinforces why pricing excellence is more critical than ever today and then explains state-of-the-art approaches to analyzing and improving your own pricing strategy and execution. Explores the fundamental role of pricing infrastructure in achieving "the price advantage" Includes new topics such as software and information products pricing, lifecycle pricing, custom-configured products pricing, pricing of high-count product lines, pricing in distributed sales environments, "razor/razor blades" pricing, and tiered products and services pricing Revisits the full range of classic McKinsey pricing tools, including the pocket price waterfall and value maps Engaging and informative, the "Second Edition "of" The Price Advantage" will put this essential discipline in perspective.
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