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Impact Pricing: Your Blueprint for Driving Profits Paperback – June 16, 2011

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From the Back Cover


AM I PRICING RIGHT?
Every business owner is haunted by this fundamental question. Expert pricing strategist Mark Stiving draws upon more than 15 years of experience in profitable pricing and delivers a practical plan to help you confidently answer.
Price—it’s most powerful marketing tool you have— and the least understood. Zeroing in on the areas where your efforts will generate the greatest impact, Stiving breaks down critical pricing concepts and provides the blueprint to integrate proven pricing strategies into your growth plans. Be empowered to strengthen your pricing structure to withstand any conditions, dramatically elevating your company performance, position, and profits for long-term success.

Learn how to:
•Set prices that drive your market position
•Correctly use costs to make profitable pricing decisions
•Implement value-based pricing to charge what customers are willing to pay
•Use price segmentation to leverage value and capture new business
•Cash-in on complementary products and product versions with portfolio pricing
•Prepare for changing conditions pricing strategically now

Following in the footsteps of sited examples including Apple, BMW, McDonalds, Mercedes, and other market leaders, learn how to create a powerful price strategy that does more than cover costs.

About the Author


Mark Stiving, markstiving.com, is a respected price strategist with a Ph.D. in Marketing (Pricing) from U.C. Berkeley and more than 15 years of experience helping companies implement value based pricing strategies to increase profits. A speaker, coach, and consultant, Stiving has worked with esteemed companies such as Cisco, Procter and Gamble, Grimes Aerospace, Rogers Corporation, as well as many small businesses and entrepreneurial ventures. Read more from Stiving on his blog, PragmaticPricing.com.
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Product Details

  • Paperback: 240 pages
  • Publisher: Entrepreneur Press; 1 edition (June 16, 2011)
  • Language: English
  • ISBN-10: 1599184311
  • ISBN-13: 978-1599184319
  • Product Dimensions: 6.1 x 0.5 x 8.8 inches
  • Shipping Weight: 10.6 ounces
  • Average Customer Review: 4.9 out of 5 stars  See all reviews (24 customer reviews)
  • Amazon Best Sellers Rank: #1,411,638 in Books (See Top 100 in Books)

More About the Author

Mark Stiving helps companies make money. A respected pricing expert with a PhD, U.C. Berkeley and MBA from Santa Clara Univ., plus 15+ years experience, Stiving applies innovative, value-based pricing strategies to guide growth and increase profits for large and small companies, especially entrepreneurs who must focus on the bottom line. An award winning speaker, coach and consultant, Stiving has worked with such esteemed companies as Cisco, Procter and Gamble, Grimes Aerospace, Rogers Corp. and National Semiconductor. Find more of Stiving's pragmatic ideas on his blog, www.PragmaticPricing.com and twitter his pithy insights @MarkStiving

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4 of 4 people found the following review helpful By Brent R. Bilger on September 2, 2011
Format: Paperback
I've read 4 pricing books in the past year and Impact Pricing was the best. It is well structured and has lots of great examples. It was a page turner (as much as any pricing book could be a page turner). Dr. Stivings' thoughts on aligning pricing strategy with corporate strategy is brilliant. It's hard to believe anyone could price anything without that piece of advice. The "Will I" vs. "Which One" decision is obvious after you hear it. The interesting part is that only one has price elasticity. The relationship between pricing and fixed & variable costs is also a "must know" one. All-in-all, a great book on pricing.
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4 of 4 people found the following review helpful By Morgan Littlewood on September 10, 2011
Format: Paperback
Pricing is both an Art and a Science. Mark Stiving's excellent book and his blog at pragmaticpricing.com provide a highly readable and insightful perspective on pricing as a tool for growing your business. Rather than recommending a single approach, he provides a well structured view of the problem and opportunity and coaches you to think about your business, your customers and your best pricing model.

Given the potential complexity of the subject, its surprisingly enjoyable to read and understand.

My challenge is to liberally apply the lessons in an industry where cost-plus is the norm and Mark is right.
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4 of 4 people found the following review helpful By John D. on August 9, 2011
Format: Paperback
For years, I had been doing what this book described, only without the knowledge of the processes discussed in the book and in a somewhat disorderly manner. Truth be know, it was weaker than disorderly at times. I'm now ready and equipped to meet any pricing challenge. If you run a small business like I do, then you need this book.
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3 of 3 people found the following review helpful By David M. Hurley on September 27, 2011
Format: Paperback
I was really surprised by this book! As a career marketeer, I avoided pricing as the realm of MBAs and CFOs, but this book was not only easy to read, but it had an incredible number of totally relevant and timely examples. As an added bonus, flashing the cover around makes me look like a big brain in the office ;-)
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2 of 2 people found the following review helpful By Rupert M. Hart on September 14, 2011
Format: Paperback
Being both a business-owner and a writer of a book which covers pricing (Recession Storming) I found Mark's book both useful as a primer for other business-owners and useful for myself.

There are quite a few pricing books out there but this has four advantages: it does not sink into academic phrases but uses language a business-owner can understand, it explains the overwhelming importance of value (=benefits less negative features versus competition) in setting prices, it emphasizes the critical nature of pricing to capture the value of the product-offering from the customer, and gives some useful new ways of looking at pricing that you can use tomorrow.

By exaggerating slightly by saying that "costs are irrelevant in setting prices" (I forget the exact phrase), Mark aims to impress on the reader that value, differentiation, competition, and the presence of substitutes set the price that can be charged. Cost-plus pricing is no way to set up pricing. If the market will only bear prices below your cost level then you need to exit the business, cut costs, or sell to niches.

This is a book that needed to be written. I have recommended it to several of my business associates and recommend it to you. I think it very unlikely that you cannot find at least one useful idea in the book which would more than recoup your investment.
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1 of 1 people found the following review helpful By Jon Manning on January 9, 2012
Format: Paperback
How can anyone possibly write a Pricing book that has two glaring omissions: (1) it does not distinguish between Business-to-Business (B2B) and Business-to-Consumer (B2C) pricing, and (2) it does not talk about price elasticity?

The answer is "very easily", when you are Mark Stiving and you've just published "Impact Pricing". The book focuses on B2C examples because, the fact is, that's what readers are most familiar with. But readers interested in business markets are not disappointed, as Stiving cleverly illustrates where consumer pricing concepts and strategies apply to business markets throughout the book.

So why ignore price elasticity, with the exception of three paragraphs? Stiving's response is simple and practical: because he has "never seen a company that really knows its demand curve" (p69)? And you don't have to take his word for it. As Scott McNealy, former CEO Sun Microsystems, once said: "Pricing [is] confusing for us too. In the whole history of Sun, we have never known what demand is, what elasticities are, or what the right prices are for our equipment"

For me, the real highlight of this book is Chapter 4, which could easily have been titled "An Idiots Guide to Value-Based Pricing, so clear, concise and well-structured is the chapter (as is the rest of the book).

It doesn't matter if you work for a company that's small or large, selling goods or selling services, or operates in business or consumer markets, there is something in this book for you. This is also, in my opinion, the first book that caters to the needs of the start-up / entrepreneur community, which makes it THE pricing book for the 21st Century.

With this in mind, it should come to the surprise of readers that Stiving blogs at the appropriately-named [...]
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1 of 1 people found the following review helpful By Amazon Customer on September 16, 2011
Format: Paperback Verified Purchase
Impact Pricing is best positioned to help non pricing business professionals, who need to acquire a grasp and importance of the pricing lever. The book clearly describes the key pricing imperatives and helps the reader to understand the impact of these imperatives on their businesses. The use of the summary points and questions help the reader remember what was read and reinforces salient points.

I have been a gatekeeper on a number of occasions for stage gate new product development programs where the pricing work was done prior to the engineering design phase. In a number of cases we used choice based conjoint analysis to help monetize the value propositions. New product development teams should read Impact Pricing to ensure that they get value for the innovation they have developed in the form of optimum price.

As a pricing professional, I endorse this book.
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