Pricing: The key to profitability

There is a short questionnaire used to determine whether a company needs help with its pricing strategy. Curiously, every company that has completed it has answered “yes” to at least one of the questions:

- Is your company in the middle of a price war?
- Do you feel your customers only buy when your products or services are on promotion?
- Do you set prices based solely on your costs and your competitors’ prices?
- Do you feel like a victim of tough customers who always want to negotiate better prices and discounts?
- Do you feel you're failing to capture the full value your products or services offer?

In Pricing: The key to profitability, the concepts needed to design and implement a complete, profit-focused pricing strategy are presented in a clear and practical way. Each topic is explained through real-world examples of companies selling both products and services, in consumer and industrial markets alike.
Nicolás Restrepo has succeeded with this book in presenting price from a strategic and marketing-oriented perspective, very different from the traditional cost-based approach.

Entrepreneurs, executives, and marketing students will find in these pages the key to managing price as an active component of business strategy—rather than as a last-minute commercial tactic.

Nicolás Restrepo Abad holds an MBA from IE Business School. He is currently the President and founding partner of prexus pricing solutions, a company dedicated to providing pricing strategy consulting services to large corporations. His professional experience also includes roles in fast-moving consumer goods (Procter & Gamble) and telecommunications services (Orbitel). He has served as a pricing strategy professor in graduate programs at several business schools and has been a guest speaker at pricing seminars in major cities across Latin America.