Smarter Pricing: How to capture more value in your market

It’s important, so how well are we doing it?

Leading thinkers agree that pricing is poorly managed. Advertising guru, David Ogilvy, wrote in his book, Ogilvy on Advertising, that ‘pricing is guesswork. It is usually assumed that marketers use scientific methods to determine the price of their products. Nothing could be further from the truth.’ Harvard Marketing Professor, Robert J. Dolan, author of Power Pricing: How managing price transforms the bottom line, wrote that ‘Pricing is the manager’s biggest marketing headache. It’s where they feel the most pressure to perform and the least certain that they are doing a good job.’

Pricing and marketing consultants, Simon Kucher and Partners, state that ‘Price is the number one profit determinant. ...