Value first then price: Quantifying value in business-to-business markets from the perspective of both buyers and sellers

摘要

Pricing is one of the most important marketing decisions for companies. Even though, current research shows that the most successful companies base their prices on value, value-based pricing is used relatively rarely. One reason for this is that companies lack the knowledge and tools to actually quantify and sell value. This book provides help to alleviate this problem. The book offers several practical tools, provides viewpoints and frameworks to conduct value-based pricing in B2B industries. The book is possibly the only book dedicated to the topic in the business market. This limitation is important to note since the tools for value quantification are different in business markets compared with consumer markets.