Winning the Profit Game: Smarter Pricing, Smarter Branding / Edition 1

by Michael R. Reopel, Stephen M. Tanny, Robert G. Docters, Jeanne-Mey Sun

Overview

How to use pricing as a strategic tool to increase revenues and win the war for profit

One of the greatest pitfalls in the war for profits is corporate strategists' lack of a practical understanding of the link between overall revenues and overall costs. In Winning the Profit Game, the thought leaders at A. T. Kearney unveil a revolutionary new approach to establishing clear, strategic links between the top and bottom lines. No dry academic treatise, Winning the Profit Game is a guide to growing profits, in boom times and bust, using smart top-line strategies that optimize price, costs, customer behavior, and volumes. The authors clearly lay out the basic principles involved and also include:

• Proven strategies for transforming added value into revenues and winning the war for profits
• Prescriptive frameworks for putting the principles and strategies into action, immediately
• Numerous success stories based on experiences of A. T. Kearney clients worldwide

Product Details

ISBN-13:	9780071434720
Publisher:	McGraw Hill LLC
Publication date:	12/12/2003
Pages:	304
Product dimensions:	6.30(w) x 9.10(h) x 1.13(d)

About the Author

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

McGraw-Hill authors represent the leading experts in their fields and are dedicated to improving the lives, careers, and interests of readers worldwide

Robert G. Docters is a partner in i2Partners L.L.C., a boutique price and intellectual consulting firm.

Michael R. Roeopel is a senior officer in A. T. Kearney's strategy practice.

Dr. Jeanne-Mey Sun is a consultant with A. T. Kearney.

Stephen M. Tanny is a professor at the University of Toronto.

Table of Contents

	Acknowledgments	ix
	Introduction: How to Read This Book	xi
Part 1.	Take a New Look at Price and Brand
1.	Winning the Profit Game	3
2.	The Secret Life of Price	14
3.	Branding for Profit	30
4.	Segmentation: Beauty Is in the Eye of the Beholder	47
5.	The Truth about Costs	59
6.	Doing It All in Boom and Bust	75
Part 2.	How to Set Price and Create Revenue
7.	Price as a Language to Customers	93
8.	Ways to Set Price Level	102
9.	How to Price New Services	119
10.	Tiering, Bundles, and Solutions	135
11.	Turning Value into Money	147
12.	Special Considerations: Lawyers and Other People's Money	159
Part 3.	How to Manage Ongoing Revenues
13.	Getting Started: Fundamental Questions for Senior Management	175
14.	How to Raise Prices	183
15.	Discounting and the Price Stack	197
16.	How to Use Price to Penetrate Markets	211
17.	Turning Online Auctions to Your Advantage	223
18.	The Aftermarket: Don't Let It be an Afterthought	235
19.	Quick Hits	243
Part 4.	Building Revenue Capabilities
20.	A Supporting Organization and Process	253
21.	Sales Channels	269
22.	Pricing Technology--Vapor or Value?	282
23.	Building a Price and Brand Powerhouse	295
	Index	305