Next week the Business901 Podcast guest is Rob Doctors, lead author of the book, Contextual Pricing: The Death of List Price and the New Market Reality. This is an area that is often under-utilized as a marketing weapon. Marketing though largely responsibly often chooses to concentrate on Innovation and Branding. Utilizing Contextual Pricing will open up multitude of opportunities for creating effective and profitable price strategy and tactics. Contextual Pricing is just not Creative Pricing. It is based on data and understanding the customer and their decision process and decision context.
The authors recommend building a set of pricing tools and insist that they be used. They view these strategies as part of salesperson’s toolkit to reduce the complexity and increasing responsiveness. A very Lean like approach! This video is a short introduction to the book!
Related Information:
Scaling the Customer Decision Making Process
The Service-dominant Logic of Marketing: Dialog, Debate, And Directions
Is your price worth it? And why you settle for less!
Profiting from Customer Value
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