Contents

1. Preface
2. Acknowledgments
3. List of In-Line Boxes
4. List of Exhibits
5. Chapter 1 Strategic Pricing
   Coordinating the Drivers of Profitability
6. Chapter 2 Economic Value
   The Guiding Force of Pricing Strategy
7. Chapter 3 Price and Value Communication
   Strategies to Influence Willingness-to-Pay
8. Chapter 4 Price Structure
   Tactics for Pricing Differently Across Customer Segments
9. Chapter 5 Pricing Policy
   Influencing Customer Expectations and Purchase Behaviors
10. Chapter 6 Price Level
    Setting Prices that Capture a Share of the Value Created
11. Chapter 7 Price Competition
    Managing Conflict Thoughtfully
12. Chapter 8 Measurement of Price Sensitivity
    Research Techniques to Supplement Judgment
13. Chapter 9 Financial Analysis
    Analyzing Costs and Profits for Pricing
14. Chapter 10 Specialized Strategies
    Adapting Pricing to Accommodate Common Challenges
15. Chapter 11 Creating Strategic Pricing Capability
    Assembling Talent, Processes, and Data to Build Competitive Advantage
16. Chapter 12 Ethics and the Law
    Understanding the Constraints on Pricing
17. Index