Modern pricing is a cross-functional responsibility, involving Sales, Marketing, Finance, Operations, and Management. Each function plays a vital role in creating, capturing, and communicating value to the market to achieve the optimal price aligned with customer benefits and a fair price-value balance. Successfully setting the right price requires an outside-in approach, engaging customers to understand how they trade price for value. The time, resources, and tools invested in determining the right price are often minimal compared to the significant revenue gains unlocked.

Author Michael Hurwich assembles industry thought leaders, case studies, articles, and quizzes to provide a pragmatic guide for Product, Marketing, and Sales Managers. This comprehensive resource tackles pricing challenges and opportunities, guiding readers to develop effective pricing strategies that make price the strongest statement about their product’s value. This book is essential for professionals committed to using pricing as a powerful driver of growth and profitability in today’s dynamic market.

Today, boundaries are blurring, as first-in-class manufacturers embark on a transformation to capture more of the customer and consumer value chain.

Enter servitisation, which advocates a model where manufacturers sell products and bundle that with services, with the goal to create more value to their customers.

Servitization can be beneficial for manufacturers and their customers since it enables manufacturers to deliver outcomes that act as critical inputs to their customers’ operational processes.  Take for example the widely known ‘Usage-by-the-hour’ concept through which Michelin sells flight hours rather than airplane wheels.