Modern pricing is everyone’s responsibility from Sales to Marking, Finance, Accounting, Operations, and Management. Each department plays a key role in creating, capturing and communicating value to the marketplace in order to realize the desired price that matches off against the desired benefits and a fair price/value proposition. The difference between getting the price right is an activity that may only take minutes, hours, days or several weeks by taking an outside-in approach to pricing by talking with your customers to understand how they trade price for your value. The resources, fees, tools and time commitment of obtaining the right price is usually a tiny fraction of the unrealized revenue.

Author Michael Hurwich has brought together thought leaders in the pricing and business community to provide a collection of case studies, anecdotes, articles and perspectives on pricing theory and strategy. The book demonstrates various pricing challenges and opportunities as a guide to help guide you develop the “right” pricing approach that positions your price as the most important statement you make about your product.