Baker Pricing on Purpose

Creating and Capturing Value
1. Auflage 2010
ISBN: 978-0-470-89364-7
Verlag: John Wiley & Sons
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 400 Seiten, E-Book

Pricing on Purpose explores the importance of pricing, oneof the four Ps (product, promotion, place, and price) of marketing,that is largely ignored in business literature. Pricing is theopportunity for a business to capture the value of what it providesto the customer, and deserves as much attention as promotion,product and place in the marketing strategy of any business. Thisbook calls attention to the market share fallacy, explains thedifference between cost-plus pricing and value pricing, andprovides best-practice pricing examples. It presents the theory ofvalue--long established in the economics profession--andhow any business can use various pricing strategies to communicateand capture the value of their products and services.

Autoren/Hrsg.

Baker, Ronald J.

Inhaltsverzeichnis

Foreword.
Preface.
Acknowledgments.
About the Author.
1. Why Is Movie Theater Popcorn So Expensive?
2. Why Are We in Business?
3. Mind Over Matter.
4. The Old Business Equation.
5. The New Business Equation.
6. Ninety-Nine-Cent Pricing, Engagement Rings, and theAssumption of Rationality.
7. The Invisible Hand: No One Person Knows How to Make aPencil.
8. ATale of Two Theories.
9. Cost-Plus Pricing's Epitaph.
10. The Wrong Mistakes.
11. Price-Led Costing Replaces Cost Accounting.
12. What and How People Buy.
13. The Value Proposition.
14. The Consumer Surplus and Price Discrimination.
15. Customer Segmentation Strategies.
16. Price Discrimination in Practice.
17. There Is No Such Thing as a Commodity.
18. Baker's Law: Bad Customers Drive Out GoodCustomers.
19. Ethics, Fairness, and Pricing.
20. Antitrust Law.
21. Who Is in Charge of Value?
22. Pricing on Purpose: Getting Paid for the Value Your CompanyCreates.
Bibliography.
Suggested Reading.
Index.

Über Autor(innen)

Ronald J. Baker started his career in 1984 with KPMG'sPrivate Business Advisory Services in San Francisco. Today, he isthe founder of VeraSage Institute, a think tank dedicated toeducating businesspeople around the world.
As a frequent speaker, writer, and educator, his work takes himaround the world. He has been an instructor with the California CPAEducation Foundation since 1995 and has authored ten courses forthem: How to Build a Successful Practice with Total QualityService; The Shift From Hourly Billing to Value Pricing;Value Pricing Graduate Seminar; You Are What You Charge For:Success in Today's Emerging Experience Economy (with DanielMorris); Alternatives to the Federal Income Tax; Trashingthe Timesheet: A Declaration of Independence; EverydayEconomics; The Firm of the Future; Everyday Ethics:Doing Well by Doing Good; and The New Business Equation forIndustry Executives.
He is the author of the best-selling marketing book ever writtenspecifically for professional service firms,Professional's Guide to Value Pricing (seventhedition), published by CCH, Incorporated. He also wrote Buryingthe Billable Hour, Trashing the Timesheet, and YouAre Your Customer List, published by the Association ofChartered Certified Accountants in the United Kingdom. His priorbook, The Firm of the Future: A Guide for Accountants, Lawyers,and Other Professional Services, co-authored with Paul Dunn,was published in April 2003 by John Wiley & Sons, Inc.
Ron has toured the world, spreading his value-pricing message toover 70,000 businesspeople. He has been appointed to the AmericanInstitute of Certified Public Accountant's Group of OneHundred, a think tank of leaders to address the future of theprofession, named on Accounting Today's 2001, 2002,2003, 2004, and 2005 Top 100 Most Influential People in theprofession, and received the 2003 Award for Instructor Excellencefrom the California CPA Education Foundation.
He graduated in 1984 from San Francisco State University with aBachelor of Science in accounting and a minor in economics. He is agraduate of Disney University and Cato University. He is a memberof the Professional Pricing Society and presently resides inPetaluma, California.