Download or read book Smarter Pricing written by Tony Cram and published by Pearson Education. This book was released on 2006 with total page 246 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most neglected element of the marketing mix can have an unrivalled impact on the bottom line. Smarter Pricinghelps managers make more intelligent pricing decisions, implement pricing strategies and structures more effectively in the market and capture more value for their business. At no time has effective pricing been more significant. Buyers are getting stronger, markets more transparent, and manufacturers in new powerhouses such as China, are becoming more and more competitive. Recent McKinsey survey of 2500 companies calculated that a 1% increase in price improves operating profit by 11.1%. Smarter Pricing is a good, hands-on book on pricing for practising managers, providing a developed mix of techniques through international examples from a range of sectors that bring pricing theory into a real-world context. Smarter Pricing joins the developing suite of FTPH books offering executives focused and practical advice on decisive business challenges. Smarter Pricingis a fast and focused companion to practical price management, for executives and marketers in every sector.