Overview

Getting your pricing strategy right is the difference between sustainable growth, investing in product development, and happy, engaged customers and stakeholders. Harvard Business Review research shows that pricing has almost 4 times as much influence on a company's ability to reinvest than top line sales growth. But if you don't understand the psychology of pricing, having the wrong price can undermine your chances for success.   Double Your Price is your practical, accessible guide on the theory, strategy, psychology, and execution of pricing. With useful tools, and clear, realistic guidance on how to leverage pricing to drive business success, you'll be able to answer the following questions for your business or product:   How much should we charge for our product or service?   How much are our customers willing to pay?   If we increase our price, will we lose customers?   How can setting prices help us cover our costs?   What are the benefits of a pricing strategy?   Will increasing or decreasing prices help my business to succeed?  Covering how pricing works, how to avoid cognitive bias, how to convince others, and many different pricing strategies, Double Your Price includes a practical set of insights, tools, and actionable guidance, and a Foreword by Lord Sainsbury. A well-designed and progressive pricing strategy is one of the most powerful tools available to businesses. Get yours right.

Full Product Details

Author:   David Falzani
Publisher:   Pearson Education Limited
Imprint:   FT Publishing International
Dimensions:   Width: 13.80cm , Height: 1.40cm , Length: 21.40cm
Weight:   0.161kg
ISBN:  

9781292426341

ISBN 10:   1292426349
Pages:   256
Publication Date:   30 March 2023
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Paperback
Publisher's Status:   Active
Availability:   In stock  
We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately.

Table of Contents

Why is price so important for success? Why under-pricing is a key business error  Pricing 101: the basics – plus some surprises  Why price should almost never be ‘cost-plus'  Value and price: how the relationship is changing  Unlocking growth: would you like a bank account that pays 25% interest?  Doubling your price: Price as an agent of growth  Framing and priming: they're all around us  Other strategies for pricing  Can you double your price?  Increasing differentiation: The role of brand  Real price is not equal to stated price  Money on the table: pricing menus, on-sell and up-sell  Day rate vs total  Use bundling  Establishing multiple price points and pricing runways  Managing over-demand  Get premium customers to self-identify  Carry out experimental ‘tests' in the market  Using framing and priming  Remember to revisit price often, if not continuously  10. On the road to success

Reviews

This book is a must read for anyone considering pricing for their products. With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing. Dr Andy Phillipps, Co-founder of Booking.com One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs. Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it's essential reading for every start up or large corporate alike. Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering This is a must-read for any business owner who wants to succeed and create a sustainable business. Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share. Christina Lattimer, Founder of People Development Magazine The most exciting book on pricing I have read. If you're feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably. Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation) Price is the most often neglected of the 4 Ps of marketing - this book finally fixes that. Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP

“This book is a must read for anyone considering pricing for their products.  With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing.” Dr Andy Phillipps, Co-founder of Booking.com “One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs.” Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP ""At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it's essential reading for every start up or large corporate alike."" Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering “This is a must-read for any business owner who wants to succeed and create a sustainable business.  Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share.” Christina Lattimer, Founder of People Development Magazine “The most exciting book on pricing I have read. If you're feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably.” Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation) “Price is the most often neglected of the 4 Ps of marketing - this book finally fixes that.” Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP

"“This book is a must read for anyone considering pricing for their products.  With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing.” Dr Andy Phillipps, Co-founder of Booking.com “One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs.” Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP ""At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it's essential reading for every start up or large corporate alike."" Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering “This is a must-read for any business owner who wants to succeed and create a sustainable business.  Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share.” Christina Lattimer, Founder of People Development Magazine “The most exciting book on pricing I have read. If you're feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably.” Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation) “Price is the most often neglected of the 4 Ps of marketing - this book finally fixes that.” Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP"

"“This book is a must read for anyone considering pricing for their products.  With price often neglected in the rush for growth, Falzani highlights the long-term implications for cash, margins, profitability and ultimate value of the company, as well as providing a toolkit to address the thorny issue of pricing.” Dr Andy Phillipps, Co-founder of Booking.com “One of the biggest challenges start-ups face is defining a route to market for innovative products and services. Understanding pricing lies at the heart of a successful commercialization strategy and this book provides an excellent basis for decision making. David Falzani takes the reader from the fundamentals of pricing all the way to the impact of subtle pricing changes on the success of the business. An essential read for entrepreneurs.” Simon Barnes PhD, Managing Partner, Tate & Lyle Ventures LP ""At last, a practical book on pricing. I enjoyed it so much I read it in one sitting, and think it’s essential reading for every start up or large corporate alike."" Henning von Spreckelsen, Management Board, Small Business Charter and Fellow, Royal Academy of Engineering “This is a must-read for any business owner who wants to succeed and create a sustainable business.  Professor Falzani is a regular contributor to our readers and this book reflects the wealth and depth of valued business insight and wisdom he has to share.” Christina Lattimer, Founder of People Development Magazine “The most exciting book on pricing I have read. If you’re feeling nervous about setting prices, this practical book will help you make better pricing decisions and avoid typical mistakes so companies can be profitable, reinvest and grow sustainably.” Steve Cleverley PhD, CEO, Oxentia Ltd (a spin-out of Oxford University Innovation) “Price is the most often neglected of the 4 Ps of marketing - this book finally fixes that.” Michael Hughes MBE, Founder, Silicon Valley Internship Programme, and Co-Founder, LoopUP"

Author Information

Professor David Falzani MBE is a serial entrepreneur, business consultant and non-executive director. He began his career as an engineer at IBM, before joining a Silicon Valley style start-up, Madge Networks, which grew from 240 employees to 2,000 in 3 years and IPO'd on the NASDAQ. This experience led him to study for an MBA at The Wharton School (USA) and SDA Bocconi (Italy).  He has been a mentor and/or trainer for growth programmes at Nottingham University, and Oxford University Saïd Business School, as well as Royal Academy of Engineering's Leaders in Innovation Fellowship and Enterprise Hub – overall, supporting over 2,000 companies. David is a Professor at Nottingham University Business School's Haydn Green Institute and has published more than 60 articles and blogs. 

Tab Content 6

Author Website:  

Customer Reviews

Recent Reviews

No review item found!

Add your own review!

Countries Available

All regions