The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making Book

A good text book on pricing in its strategic and tactical perspective. Decided to read it in order to shore-up my Pricing knowledge and it was of great utility. I do recommend its reading for someone that wants to know more about pricing, to the professionals already working to provide a sound framework to their day-to-day activities and allow better decisions that have implicit a tremendous value to the overall organizations they work for.

It provides pricing theory as deemed needed (and if you want to explore more you have a plethora of references you can explore), but it's practical text book that applies the theory presented to actual cases and guides you through such important strategic process. Even in the field on how to determine the pricing level (value, pricing elasticities, etc...) always have a pragmatic and practical approach that one can use immediately.

Pricing is presented where the push comes to shove. i.e. when every company captures the value it has previously created and you can see a lot of value be siphoned away due to bad practices.

From all the applicable concepts presented, i would like to highlight the following:
- The Value Cascade - great representation on how to manage value and then pricing. An how you spill value in each caption
- How to define the best value to your customer;
- How to estimate the economic value estimation (economic vs. psychological);
- How to create break-even sales curves vs. pure elasticities (difficult to estimate in real markets)
- Ethics and law - also a good chapter that push-back some preconceived ideas and limitations,

Do recommend its reading and have it readily available for every pricing professional.