ABSTRACT
This chapter reflects on where people come from as a profession as well as where they need to go to bring pricing where it deserves to be. It examines the next frontier of pricing and calls for much innovation in the pricing field to generate excitement and interest for the discipline and profession as a whole. Pricing managers could block some unprofitable deals and perhaps even had options to move up in their firms, although still lacking the career progression of more glamorous fields. Many companies expanded pricing departments and created vice president level positions in pricing. Some practitioners have called for the further expansion of the Chief Pricing Officer position and Wall Street analysts began to look beyond same-store sales and other volume measures in favor of pricing metrics. Technology is transforming the way pricing professionals work on a daily basis and accelerating pricing decisions.
