The Art of Pricing(定价艺术)
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品牌: Rafi Mohammed
基本信息·出版社：Crown Business
·页码：240 页
·出版日期：2005年
·ISBN：1400080932
·条形码：9781400080939
·装帧：其他
·正文语种：英语
·外文书名：定价艺术
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编辑推荐From Publishers Weekly
Mohammed's breezy, informal account of a range of pricing strategies takes as its starting point the realization that different "customers place different values on the same products." With this in mind, Mohammed (Internet Marketing) recommends a variety of strategies that will attract customers with different product evaluations and yield different profit margins. With emphasis on familiar consumer practices like quantity discounting, early-bird discounts and mixed bundling, Mohammed describes, for example, setting a high initial price to capture extra profits from early adopters, then reducing prices to attract other customers. Alternately, he notes, music and book stores "often take a contrary pricing approach" and give lower prices to their first customers. Mohammed writes clearly but does not offer enough direction on when to choose one strategy over its opposite. Though the book targets anyone who sets prices, including managers, it focuses narrowly on price discrimination without an analysis of the integration of pricing into general marketing or strategy. Nor does Mohammed cover how to estimate the cost and demand factors necessary to evaluate different price schemes. The book is too basic for experienced marketing professionals, but novices interested in price discrimination will find this an easy-to-understand introduction.(Oct. 18)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Review
"The Art Of Pricing" is an entertaining primer. It takes readers far beyond the traditional, and often woefully inadequate, markup. --Business Week SmallBiz
"What is clear from Mr. Mohammed's book is that you need to know what your customers value." --The New York Times, December 4, 2005
Here is a book that is really "where the rubber meets the road - pricing." --800ceoread - Jack Covert Selects
Mohammed gets beyond what a product costs. He finds psychological and macroeconomic rules to help readers set prices effectively. --Forbes.com
Mohammed gets beyond what a product costs. He finds psychological and macroeconomic rules to help readers set prices effectively. --Forbes.com
Review
“Rafi Mohammed is the ‘da Vinci’ of pricing!”
“A lighthearted, anecdotal, but theoretically sophisticated primer on pricing, highly personal and readable, with abundant illustrations.” —Alfred E. Kahn, Robert Julius Thorne Professor of Political Economy, Emeritus, at Cornell University, and former chairman of the Civil Aeronautics Board
“Rafi Mohammed provides a win-win pricing solution for both businesses and consumers. The pricing strategies that he advocates help companies rightfully profit from their entrepreneurial activities and, just as important, benefit customers by offering a variety of purchasing options.The Art of Pricingis a “must read” for every manager; it will help you better serve your customers as well as make you more money.” —Irving Azoff, CEO, Frontline Management
“In a thoroughly engaging manner, Rafi Mohammed describes how relatively simple changes in price can unleash tremendous profit potential in virtually any company. This book is richly illustrated with stories that show how pricing is as much disciplined science as art, and that the masters of this discipline can reap profit while delighting consumers. Rafi Mohammed is the ‘da Vinci’ of pricing!” —Robert G. Cross, chairman and CEO of Revenue Analytics and author ofRevenue Management
“Companies big and small struggle to appropriately price products and services. Rafi Mohammed provides a road map for relatively uncharted territory. With an engaging style and numerous real-life examples, Rafi makes a tough subject accessible.” —Heather J. Myers, senior vice president, Strategic Planning and Business Development, Scholastic
“Rafi Mohammed’s pricing strategy has broad application, creating a new call-to-arms for businesses. Diverse corporate segments from consumer products to entertainment can benefit from Mohammed’s approach and extract new value from their products.” —John Mass, executive vice president, William Morris Agency
