Book description
A comprehensive look at creating pricing strategies that work in both
good economic times and bad
Written by three preeminent pricing experts at McKinsey &
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.
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.
