About the Book
Pricing is a key priority of every company globally, as both customers and businesses grapple with ever more challenging economic conditions. Pricing Decoded is an authoritative but easy-to-read guide to support the transition to robust pricing to drive profitability.
Renowned pricing experts Danilo Zatta and Maciej Kraus show organizations how to boost profitability and build a competitive advantage, transforming the way to set and manage prices. Case studies from the world’s leading pricing practitioners in both B2C and B2B organizations, such as Alcatel-Lucent, Asashi, Google, BP-Castrol, Unilever, Microsoft, Borealis, Hilton, Nike, MediaWorld, Philips Healthcare, Schneider Electric, DHL, Zalando, Zuora, Workday, Assa Abbloy, and Coor, are presented throughout. This book makes smart and innovative pricing more accessible and understandable for all. It provides a strong foundation in the concepts as well as the application in business, empowering you to judge monetization opportunities in a more effective way and ultimately make better decisions.
The book is relevant to C-levels, managers, entrepreneurs, investors, as well as sales, marketing, and pricing managers, who want to learn more about topline potentials and monetization through pricing and achieve sustainable growth.
Table of Contents:
PART I Price Strategy, 1. Subscription pricing’s success secrets at Alcatel-Lucent, Decathlon, Traton, and more, 2. Pricing insights unlocked: the strategic shifts behind Philips Healthcare’s success, 3. Revolutionizing revenue at Google: advanced digital pricing models for SaaS and beyond, 4. How to win with Saas pricing: the case of Workday, 5. Clicks, Cookies, and Campaigns: Navigating Digital Ad Spaces at Google, PART II Price Setting, 6. Is the definition of pricing strategy in a retail company enough? on the essence of its implementation, 7. The price of innovation: steering through value-based pricing at Assa Abbloy, 8. Artificial intelligence in pricing at online retail, 9. Price management success across sectors: in retail at Nike vs. in hospitality at Hilton, PART III Price Realization, 10. Customer Value Management: implementation of value-based pricing at Borealis, 11. How Bonduelle and Unilever manage price image for perceived value, 12. Proud Pricing in the facilities management industry at Coor, 13. Terms and Conditions excellence at DHL, PART IV Price Enablement, 14. Why pricing for consumer goods is different: the case of Asashi, 15. Pricing transformation at Schneider Electric: success factors and key takeaways, 16. Building internal revenue management function at Lotte, 17. How to evaluate economic indicator trends to maximize profit and minimize loss with effective pricing at Ahold Delhaize
About the Author :
Danilo Zatta is one of the world’s leading advisors and thought leaders in the field of pricing and topline excellence. As a management consultant for more than 20 years, he advises and coaches many of the world’s best-known organizations. The Financial Times defined him as "one of the world’s leading pricing minds".
Maciej Kraus is a leading figure in the pricing industry and is frequently mentioned on most influential pricing lists and interviewed in numerous business journals, for example, Harvard Business Review and Forbes. He is a guest lecturer at Stanford University's Graduate School of Business as well as a number of other top business schools. He has written three books on pricing.
Review :
“Pricing is a continuous journey, allowing you to discover the sweet spot where customers appreciate your value, and you achieve satisfying profitability. This sweet spot evolves constantly, often faster than traditional business practitioners think. The joint application of AI capabilities together with the creativity of your sales and marketing teams has the potential to unlock unprecedented value, at a speed never experienced before.
Pricing Decoded will give you valuable insights how to consistently be delighting your customers with your value proposition while leaving your more traditional competitors scrambling.”
Francesco Quaranta, President and CEO, Hitachi Construction Machinery Europe
“Pricing Decoded is an essential guide for understanding and mastering the art of pricing. One of the most transformative trends in contemporary business practices is the subscription model, and the book delves into this with remarkable insight. The book’s analysis illuminates how businesses, from streaming services to software providers, leverage subscription models to create sustainable growth and deliver value to their customers. Danilo and Maciej are undeniably gurus in Pricing and this book is a MUST READ.”
Jean Salim, Pricing Manager, Nissan Automotive Europe
“Dan Zatta and Maciej Kraus's Pricing Decoded is an essential read for anyone serious about mastering the art and science of pricing. Through insightful case studies and expert analysis, the book reveals the strategies behind the success of top global companies. It’s a comprehensive, accessible guide that transforms complex pricing concepts into practical applications, making it a must-have for business leaders aiming to boost profitability and gain a competitive edge.”
Alberto Dall’Osso, Global Pricing Excellence Leader, Bracco
“In a world of different industries, there is no one right way to succeed. Companies within the same industry have found different paths to reach their most valued customers, and pricing it right for them, and yourself. Therefore, pricing is a healthy dose of consumer understanding, with a generous sprinkling of methods on top.
Pricing Decoded will not only give you access to many different ways to crack the code to revenue generation, customer retention, and profitability, but also give you a template to follow and discover your own path to success.”
Mayank Choubey, Global Product Sales Responsible, IKEA
“A must-read for the C-Level! Pricing Decoded provides a compelling insight into the world of pricing through real life use cases, underlining the significant value that empowered pricing organizations create every day.”
Murli Mahalingam, Group Pricing Director, Alliance Automotive Group
“As leading voices in art and emerge science of Pricing, Dan and Maciej, have brought together a definitive collection of real-world case studies in Pricing Decoded. Pricing Decoded is a brilliantly executed effort to gather the thoughts from some of the leading practitioners in the industry that will become a must read for all pricing organizations. Love the passion and energy that Dan and Maciej have for this project.”
Dean Mekelburg, Global Pricing Manager, ExxonMobil Basestock & Waxes
“In a world where digital transformation and AI are revolutionizing industries, understanding the intricate art of pricing has never been more critical. Pricing Decoded is an indispensable guide for navigating this complex landscape. The book demystifies the strategies behind successful pricing, blending cutting-edge AI techniques with practical case studies to offer a comprehensive toolkit for any business leader. Dan Zatta and Maciej Kraus have crafted a resource that is both insightful and actionable, empowering organizations to harness the power of pricing for sustained growth and competitive advantage. This is a must-read for anyone serious about leveraging pricing as a strategic lever in today's fast-paced market.
Vibhu Narwekar, Global Head of Business Planning & Strategy: Gen AI & Enterprise SaaS
“Pricing Decoded is a groundbreaking work that bridges the gap between academic theory and practical application in the realm of pricing strategy. Dan Zatta and Maciej Kraus masterfully dissect complex pricing concepts, making them accessible and actionable for both practitioners and scholars. Their exploration of AI-driven pricing models, value-based pricing, and dynamic strategies is particularly relevant for today's fast-paced market dynamics. This book is an invaluable resource for anyone looking to deepen their understanding of pricing mechanisms and leverage them for competitive advantage. It's an essential addition to the library of any business leader, student, or academic focused on maximizing value and profitability."
Adam Sawicki, Group Senior Vice President Digital, Warner Bros. Discovery
"Pricing Decoded is a groundbreaking work that bridges the gap between academic theory and practical application in the realm of pricing strategy. As a guest lecturer at Stanford Graduate School of Business, Maciej consistently receives the highest ratings for his insightful and engaging lectures, a testament to his expertise and ability to convey complex ideas effectively. This expertise shines through in the book, particularly in the exploration of AI-driven pricing models, value-based pricing, and dynamic strategies. Pricing Decoded is an invaluable resource for anyone looking to deepen their understanding of pricing mechanisms and leverage them for competitive advantage. It's an essential addition to the library of any business leader, student, or academic focused on maximizing value and profitability."
James Perkins, Director, Executive Education Programs at Stanford Graduate School of Business
"Pricing Decoded is an exceptional guide that combines strategic insight with practical applications, making it indispensable for today’s business leaders. It provides a deep dive into innovative pricing strategies, from value-based and AI-driven pricing to dynamic and portfolio pricing. The authors’ expertise is evident throughout, particularly in the way they demystify complex pricing concepts and turn them into actionable strategies. This book equips companies with the tools needed to enhance profitability and stay competitive in a rapidly evolving market. Pricing Decoded is a must-read for any executive looking to leverage pricing as a strategic advantage."
Ishaat Hussain, former director of Tata Sons and Tata Steel, and chairman of Tata Sky
"Pricing Decoded is an invaluable resource for any marketer looking to master the intricate balance between value creation and competitive pricing. Dan Zatta and Maciej Kraus have crafted a compelling guide that blends strategic theory with real-world applications, making complex pricing concepts accessible and actionable. The book’s insights into omni-channel pricing and digital pricing models are particularly relevant for today’s retail landscape, where consistency and adaptability are key to customer satisfaction and business success. Pricing Decoded is a must-read for anyone in retail who wants to stay ahead of the curve and drive sustainable growth through smart pricing strategies."
Robert Stupak, Executive Director, Marketing, E-Commerce, Pricing, Tech & Data - Member of the Board, Carrefour
“Pricing Decoded is a must-read for anyone involved in retail strategy. Maciej Kraus and Dan Zatta provide a thorough exploration of how smart pricing decisions can drive growth, customer loyalty, and profitability. Their insights into dynamic pricing, customer segmentation, and digital transformation are particularly relevant for today’s competitive retail landscape. This book offers practical strategies that can be implemented right away to enhance the customer experience while optimizing revenue.”
Francisco T. Bram, Vice President of Marketing and Business Development at Albertsons Companies
"At Alcatel-Lucent Enterprise, our transformation to subscription-driven business models has enabled us to offer flexible, customer-centric solutions tailored to the evolving needs of enterprises of all sizes. Pricing Decoded offers invaluable insights into the pricing strategies behind this transition, particularly in the way subscription models allow us to adapt pricing to our key market segments and scale services accordingly. Dan Zatta and Maciej Kraus provide a comprehensive guide to navigating this new frontier, showcasing how businesses like ours can leverage pricing strategies to deliver consistent value, enhance customer relationships, and stay ahead of the competition. This is an essential read for any company looking to leverage subscription pricing as a market differentiator."
Moussa Zaghdoud, Executive Vice President for Cloud Communications Business Division at Alcatel-Lucent Enterprise
