Value First then Price: Quantifying value in Business to Business markets from the perspective of both buyers and sellers

1st Edition

Andreas Hinterhuber, Todd C. Snelgrove

Routledge
Published October 4, 2016
Reference - 224 Pages - 63 B/W Illustrations
ISBN 9781138101630 - CAT# Y212307

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Summary

Winner of the Overall Case Award 2014

The Case Centre best selling case 2013 - 2017

Value-based pricing—pricing a product according to its value to the customer rather than its cost—is the most effective and profitable pricing strategy. Buyers need to evaluate the monetary benefits of a product against the price of its competitors. Sellers justify their price points through documenting the value of a product, emphasising its superiority against competitors and therefore justifying the premium price.

Value First then Price is an innovative collection which proposes a quantitative methodology to value pricing, and road-tests this methodology through a wide variety of real-life industrial cases. It provides a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, this book provides researchers with a method by which to draw invaluable data-driven conclusions, and sales and marketing managers the theories and best practices they need to quantify the value of their products to demanding, hard-nosed industrial purchasers.

With contributions from global industry experts this book provides cutting edge research on value quantification and value quantification capabilities with real-life, practical examples. It will be essential reading for sales and pricing specialists as well as business strategists, in both research and practice.

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