Digital Pricing: A Guide to Strategic Pricing for the Digital Economy

ISBN-13: 9783031245909 / Angielski

Frank Frohmann

Opis

This is one of the first books to combine the current megatrend of digitalization and pricing as the most effective lever for increasing and sustaining profits. The book presents the basics of digital pricing as well as modeling methods and implementation examples. This structure helps in tackling the latest developments and challenges due to digitalization. Readers will gain a detailed insight into using innovative revenue and price models to generate a sustainable competitive advantage for their companies. The author uses his cross-industry experience to draw on several examples of innovative digital pricing approaches which can be applied in industrial sectors such as automotive, industrial goods and machinery, as well as service sectors like telecommunications, transportation and tourism.

Spis treści

Basics of Price Management.- Characteristics of Digital Pricing.- Business Models.- Revenue Models.- Pricing Process Part 1: Analysis.- Pricing Process Part 2: Strategy.- Pricing Process Part 3: Structure (3a: Price Differentiation).- Pricing Process Part 3: Structure (3b: Price Models).- Pricing Process Part 3: Structure (3c: Price Optimization).- Pricing Process Part 3: Structure (3d: Portfolio Pricing).- Pricing Process Part 4: Implementation.- Pricing Process Part 5: Monitoring.- Pricing Process and Pricing Psychology. 

O autorze

Frank Frohmann has more than 20 years of leadership experience in marketing, sales and pricing. He has extensive pricing competencies covering in-house consulting (Bosch, Lufthansa Cargo and others), operative pricing and yield management (Lufthansa Passenger Business) and management consulting (Simon-Kucher & Partners, and others).

Frank started his career at Simon-Kucher & Partners in 1996 and his thesis 'Pricing in the Airline Industry' was completed under the supervision of Prof. Hermann Simon. Since 2013 he has been working for an international chemical company.