The full title of this book by David Abbott is
How to Price Your Platypus: Using an Understanding of Customer Psychology to Maximise Prices
In my review posted on Amazon.co.uk, I gave the book a 4 Stars rating. This means it is Good to Very Good.
Here is my book review.
A plain talking, practical guide to pricing
Pricing is a major lever for improving profitability by adjusting margins and sales volumes but there are many factors to consider.
That’s why simple but sub-optimal pricing techniques like cost plus (standard markup) and charging the same as your competitors are often chosen even if it means leaving profit on the table.
This book goes into plenty of the issues but does it in an easy-to-read, plain-talking way that guides you through practical techniques for setting your prices.
Inevitably this means there are compromises made and the scope of the book is wide. There’s a big difference between setting your own prices and forcing potential customers to make the buy or don’t buy decision… or where prices are “negotiated” with a powerful buyer like the supermarkets.
I recommend this to business owners. Marketing consultants will need something more substantial.
You can buy the book from Amazon.co.uk or Amazon.com
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