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Smart Pricing

How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability

Jagmohan Raju and Z Zhang

In Smart Pricing: How Google, Priceline and Leading Businesses Use Pricing Innovation for Profitability, Wharton professors and renowned pricing experts Jagmohan Raju and Z. John Zhang draw on examples from high tech to low tech, from consumer markets to business markets, and from U.S. to abroad, to tell the stories of how innovative pricing strategies can help companies create and capture value as well as customers. They teach the pricing principles behind those innovative ideas and practices.

Smart Pricing introduces many innovative approaches to pricing, as well as the research and insights that went into their creation. Filled with illustrative examples from the business world, readers will learn about restaurants where customers set the price, how Google and other high-tech firms have used pricing to remake whole industries, how executives in China successfully start and fight price wars to conquer new markets.

Smart Pricing goes well beyond familiar approaches like cost-plus, buyer-based pricing, or competition-based pricing, and puts a wide variety of pricing mechanisms at your disposal. This book helps you understand them, choose them, and use them to win.”

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About the Authors

Jagmohan Raju

Professor Jagmohan S. Raju is the Joseph J. Aresty Professor; Executive Director, Wharton Co-Sponsorship of Indian School of Business; Professor of Marketing, and the Vice Dean of Wharton Executive Education at the University of Pennsylvania. Professor Raju is internationally known for his research on pricing strategies, coupon programs, managing private labels and sales force compensation. He consults extensively with companies around the world including Wyeth Pharmaceuticals, Medtronic, Warner Home Video, and Johnson and Johnson on designi ... More

Z Zhang

Professor Z. John Zhang is the Tsai Wan-Tsai Professor and Professor of Marketing at The Wharton School of the University of Pennsylvania. He is also the Director of the Penn Wharton China Center. He earned a Bachelor’s degree in Engineering Automation and Philosophy of Science from Huazhong University of Science and Technology (China), a Ph.D. in History and Sociology of Science from the University of Pennsylvania, and also a Ph.D. in Economics from the University of Michigan. Prior to joining Wharton in 2002, John taught pricing and mark ... More

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