Implementing Value Pricing

Ronald J. Baker 지음

Wiley 2010년 11월 29일 출간

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Praise for Implementing Value Pricing: A Radical Business Model for Professional Firmsquot;Ron Baker is the most prolific and best writer when it comes to pricing services. This is a must-read for executives and partners in small to large firms. Ron provides the basics, the advanced ideas, the workbooks, the case studies-everything. This is a must-have and a terrific book.quot;-Reed K. Holden, founder and CEO, Holden Advisors, Corp., Associate Professor, Columbia University www.holdenadvisors.comquot;We've known through Ron Baker's earlier books that he's not just an extraordinary thinker and truly brilliant writer-he's a mover and a shaker on a mission. This is the End of Time! Brilliant.quot;-Paul Dunn, Chairman, B1G1 www.b1g1.comquot;Implementing Value Pricing is a powerful blend of theory, strategy, and tactics. Ron Baker's most recent offering is ambitious in scope, exploring topics that include economic theory, customer orientation, value identification, service positioning, and pricing strategy. He weaves all of them together seamlessly, and includes numerous examples to illustrate his primary points. I have applied the knowledge I've gained from his body of work, and the benefits to me-and to my customers-have been immediate, significant, and ongoing.quot;-Brent Uren, Principal, Valuation Business Modeling, Ernst Young www.ey.comquot;Ron Baker is a revolutionary. He is on a radical crusade to align the interests of service providers with those of their customers by having lawyers, accountants, and consultants charge based on the value they provide, rather than the effort it takes. Implementing Value Pricing is a manifesto that establishes a clear case for the revolution. It provides detailed guidance that includes not only strategies and tactics, but key predictive indicators for success. It is richly illustrated by the successes of firms that have embraced val

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Foreword.Preface.About This Book.About the Web Site.About the Words Used in This Book.Acknowledgments.About the Author.PART I A RADICAL BUSINESS MODEL.Chapter 1 The Firm of the Past.Chapter 2 The Firm of the Future.The Business Model of the Firm of the Future.Revenue Is Vanity&-Profit Is Sanity.Businesses Have Prices, Not Hourly Rates.Why Intellectual Capital Is the Chief Source of Wealth.Negative Intellectual Capital.Why Effectiveness Trumps Efficiency.What, Exactly, Is Productivity?There's No Such Thing as Generic "Efficiency."Where do Profits Come From?If Only I Knew Then What I Know Now.Summary and Conclusions.PART II FOUNDATIONS OF CREATING VALUE.Chapter 3 Why Are We in Business?The Economist's Definition of Profit.The Marketing Concept and Total Quality Service.Summary and Conclusions.Chapter 4 A Tale of Two Theories.The Labor Theory of Value.Karl Marx, False Prophet.The Marginalist Revolution of 1871.Why Are Diamonds More Expensive Than Water?Wrong Theory, Suboptimal Results.Chapter 5 Four Ps and Five Cs.The Five Cs of Value.You Are What You Charge.Chapter 6 What People Buy.The Dynamics of Customer Expectation.Chapter 7 How People Buy.Relative, Not Absolute, Price Matters.Price Psychology.Search, Experience, and Credence Attributes.Understanding Customer Risk.The Four Ways to Spend Money.Chapter 8 Your Firm&-s Value Proposition.Moments of Truth.What Is Beyond Total Quality Service?Chapter 9 The Consumer Surplus and Price Discrimination.Price Elasticity.Consumer Surplus.Price Discrimination.Requirements to Price Discriminate.Chapter 10 Macro Pricing Strategies.Skim Pricing.Penetration Pricing.Neutral Pricing.Two More Curves for Value.Implications of the Curve.Chapter 11 Price the Customer, Not the

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저자(글) Ronald J. Baker

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RONALD J. BAKER is the author of Professional's Guide to Value Pricing, Sixth Edition; The Firm of the Future; Pricing on Purpose; Measure What Matters to Customers; and Mind Over Matter. He is founder of VeraSage Institute, the leading think tank dedicated to teaching value pricing to professionals around the world.