Pricing

This book on pricing decisions gives practical guidance on how to identify customer value, estimating customers’ willingness to pay for these benefits, and on how psychology affects customers’ perception of prices in a market. This strategic view on pricing gives the reader a competitive advantage. It empowers them with means to plan and perform a pricing strategy based on their value propositions.

The target group for this book is managers, entrepreneurs, and business students. The book guides the reader in understanding how economics, strategy, marketing, and psychology are combined when it comes to pricing decisions. Further, the chapters contain step-by-step procedures that help managers and entrepreneurs to succeed with complex pricing decisions in busy workdays. The analysis is based on the basic edition of Microsoft Excel software. In sum, the book helps the reader to strategically plan, execute, and win price competitions. It covers topics such as dynamic pricing, estimation of customers willingness to pay, price competition and wars, customers’ reaction to unfair prices, and price tactics and strategy. The book includes specialized chapters on pricing in e-commerce, and pricing in the sharing economy.

• Provides an easy step-by-step approach which makes it simple to implement the content to a real-life setting.
• Includes the most recent and relevant literature which keeps the content focused and to the point.

Ragnhild Silkoset received a doctoral degree in marketing strategy from BI Norwegian Business School in Oslo. She holds a tenured professor position at BI Norwegian Business School and an adjunct professor position at UiT The Arctic University of Norway, Tromsø. She has written a well-received textbook on research methodology used by thousands of students. Her research focuses on pricing strategy, business-to-business marketing, market-oriented management, and value creation through blockchain technology. Her research has been published in reputable international journals such as Journal of Business Venturing, Business-to-Business Marketing, Journal of Business Ethics, International Journal of Bank Marketing, International Business Review, and European Journal of Marketing. Ragnhild Silkoset is a well-known expert in pricing in her home country and is frequently used as an expert witness in court, and as a pricing expert in national broadcast media. Finally, she is the founder and CEO of the consultancy company Pricing Decisions (see prisbeslutninger.no).

"I strongly recommend this book to management teams who want to actively make good decisions regarding pricing strategies. The book is just as good for beginners as for those who have been in the game for a while and need a refresher and good reflections, as a basis for good decision-making. Perfect professional top-up for making the right decisions regarding price and price strategies. Excellent book that is recommended."
Carina Mosæus Moan, Sales manager E-commerce and logistics Bring – Posten Norge

"This book in pricing is written by Silkoset, who is a professor of marketing at BI Norwegian Business School in Oslo. Although the book includes new and important business research on pricing, Silkoset has developed an easy-to-read book filled with examples and practical steps on how to work with pricing decisions. If you work with marketing or product development without having a structured relationship with pricing, it is a very good introduction to get started with the subject. Overall, this is a very good book for those who want to start navigating the subject of pricing."
Bjørn-Ove Grønseth, Head of department, associate professor, University of Southern Norway

"This book gives insight into various aspects of how to determine a product's price. It shows you how to set the right price, so you don't miss out on potential revenue. It is a "must read" for people and companies who have to determine the price of their products."
Marius Jorken, CEO LettBrett

"Pricing is a welcome book in an important area of which most business managers have no clear knowledge or strategy. Most fall victim to competitors' price levels and/or the finance director's cost-plus calculation.
Pricing is both an academic approach to pricing and at the same time very practical with clear step-by-step descriptions for implementation.
Recommended!"
Fredd Causevic, CEO Anfreca AS