DANILO ZATTA, PHD, MBA, is a world-renowned pricing expert and management advisor. He has led hundreds of projects in his 25 years’ experience working with pricing programs, growth strategies, top-line transformations, and business model redesigns. Danilo recognised by the Financial Times as ‘one of the world’s leading pricing minds’, is also the author of the international bestseller The Pricing Model Revolution, translated into 10+ languages. He has also been included in LinkedIn’s Top 5 Pricing Thought Leaders, a ‘list of the most engaging and impactful pricing thought leaders globally’. He holds a PhD in revenue management from TUM in Germany, an MBA from INSEAD in Singapore and France and completed his studies in economics at the UCD in Ireland and Luiss in Rome.

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• Preface xiPart I Ineffective Pricing Rules 1Why Pricing is Key but Seldom Effective 3Part II The 10 Rules of Highly Effective Pricing 13Rule 1 Make Pricing a CEO Priority 15Rule 2 Disseminate the Culture of Profit 37Rule 3 Understand and Sell Value 59Rule 4 Differentiate Prices 83Rule 5 Consolidate Profits by Increasing Prices 107Rule 6 Avoid Price Wars 133Rule 7 Cultivate Your Price Image 155Rule 8 Employ Technologies, Directing Algorithms 175Rule 9 Set the Pricing Governance 197Rule 10 Debunk the Myths of Pricing 217Part III How to Win 249Success with the Pricing Transformation 251Acknowledgements 269About the Author 271Previous Wiley book of Dan Zatta 273Notes 277

DANILO ZATTA, PHD, MBA, is a world-renowned pricing expert and management advisor. He has led hundreds of projects in his 25 years’ experience working with pricing programs, growth strategies, top-line transformations, and business model redesigns. Danilo recognised by the Financial Times as ‘one of the world’s leading pricing minds’, is also the author of the international bestseller The Pricing Model Revolution, translated into 10+ languages. He has also been included in LinkedIn’s Top 5 Pricing Thought Leaders, a ‘list of the most engaging and impactful pricing thought leaders globally’. He holds a PhD in revenue management from TUM in Germany, an MBA from INSEAD in Singapore and France and completed his studies in economics at the UCD in Ireland and Luiss in Rome.

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• Preface xiPart I Ineffective Pricing Rules 1Why Pricing is Key but Seldom Effective 3Part II The 10 Rules of Highly Effective Pricing 13Rule 1 Make Pricing a CEO Priority 15Rule 2 Disseminate the Culture of Profit 37Rule 3 Understand and Sell Value 59Rule 4 Differentiate Prices 83Rule 5 Consolidate Profits by Increasing Prices 107Rule 6 Avoid Price Wars 133Rule 7 Cultivate Your Price Image 155Rule 8 Employ Technologies, Directing Algorithms 175Rule 9 Set the Pricing Governance 197Rule 10 Debunk the Myths of Pricing 217Part III How to Win 249Success with the Pricing Transformation 251Acknowledgements 269About the Author 271Previous Wiley book of Dan Zatta 273Notes 277

DANILO ZATTA, PHD, MBA, is a world-renowned pricing expert and management advisor. He has led hundreds of projects in his 25 years’ experience working with pricing programs, growth strategies, top-line transformations, and business model redesigns. Danilo recognised by the Financial Times as ‘one of the world’s leading pricing minds’, is also the author of the international bestseller The Pricing Model Revolution, translated into 10+ languages. He has also been included in LinkedIn’s Top 5 Pricing Thought Leaders, a ‘list of the most engaging and impactful pricing thought leaders globally’. He holds a PhD in revenue management from TUM in Germany, an MBA from INSEAD in Singapore and France and completed his studies in economics at the UCD in Ireland and Luiss in Rome.

Select Guide Rating

• Preface xiPart I Ineffective Pricing Rules 1Why Pricing is Key but Seldom Effective 3Part II The 10 Rules of Highly Effective Pricing 13Rule 1 Make Pricing a CEO Priority 15Rule 2 Disseminate the Culture of Profit 37Rule 3 Understand and Sell Value 59Rule 4 Differentiate Prices 83Rule 5 Consolidate Profits by Increasing Prices 107Rule 6 Avoid Price Wars 133Rule 7 Cultivate Your Price Image 155Rule 8 Employ Technologies, Directing Algorithms 175Rule 9 Set the Pricing Governance 197Rule 10 Debunk the Myths of Pricing 217Part III How to Win 249Success with the Pricing Transformation 251Acknowledgements 269About the Author 271Previous Wiley book of Dan Zatta 273Notes 277