Chapter 17

Creative Pricing

Avoid bold strokes in foreign policy. Focus on steady progress.


This book began with a perspective of how competition made context the most important element of pricing. Subsequent chapters showed how different competitors had gained advantages through smarter and creative contextual pricing.

How can you leverage the insights contained in this book for your business, beginning today? Given the diverse pricing lessons described throughout, the question may arise: how to convert essential knowledge into enduring understanding?

The answer is practice. Practice understanding how customers think. Practice trying out new structures and strategies. Practice implementing ...

Get Contextual Pricing: The Death of List Price and the New Market Reality now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.