Contextual Pricing: The Death of List Price and the New Market Reality

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Contextual Pricing: The Death of List Price and the New Market Reality

Contextual Pricing: The Death of List Price and the New Market Reality

Authors: Robert Docters, Michael Barzelay, John G. Hanson and Cecilia Nguyen

Published: October 2011

eISBN: 9780071773263 0071773266 | ISBN: 9780071772464

Contents

Acknowledgments

Introduction

Part 1 The Journey from Product to Context

1 Context and the Death of List Price

2 Why Value Matters Less with Competition

3 Which Contexts Matter to You?

4 Living in the Digital World

5 Antidotes to Price Pressure

Part 2 Pricing for Poets and Profit Maximizers

6 Price Structure

7 Scientific Bundling and Tiering

8 Dangerous Ways to Reduce or Increase Price

Part 3 Pricing Programs and the Marketing Mix

9 Segmentation, Context, and Time

10 The Hinge of Fate: Pricing Strategy

11 Higher Return: Introductory Pricing Strategies

12 Brand, Messaging, and Competition

Part 4 Tools for Management

13 First Steps and Missteps

14 Cheap and Cheerful Pricing Tools

15 Key Contextual Data Is Not in Your Company's Database

16 An Enabling Systems Architecture

17 Creative Pricing

Index