ABSTRACT
Value-based pricing – pricing a product or service according to its value to the customer rather than its cost – is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases.
This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and marketing managers the theories and best practices they need to quantify the value of their products and services to industrial and B2B purchasers. The 2nd edition of this highly-regarded text has been updated in line with current research and practice, offering three new chapters covering new case studies and best practice examples of quantified value propositions, the future of value quantification, and value quantification for intangibles.
With contributions from global industry experts this book combines cutting edge research on value quantification and value quantification capabilities with real-life, practical examples. It is essential reading for postgraduate students in Sales and Marketing with an interest in Pricing Strategy, sales and pricing specialists, as well as business strategists, in both research and practice.
TABLE OF CONTENTS
part I|13 pages
Introduction
part II|50 pages
Selling value
chapter 5|8 pages
Interview
part III|67 pages
Selling value – best practices in value quantification
chapter 9|10 pages
An inside look at value quantification of competitive advantages
chapter 11|8 pages
Quantifying intangible benefits
chapter 12|13 pages
Toward a shared understanding of value in B2B exchange
part IV|58 pages
Buying on value – value quantification and B2B purchasing
chapter 13|14 pages
Value first, cost later
chapter 16|14 pages
Value selling
part V|24 pages
Value quantification and organizational change management
part VI|34 pages
Buying and selling on value – value quantification tools
part VII|14 pages
Epilogue