Table of Contents

Chapter 1: What is Value?; Chapter 2: The Customer Value Line; Chapter 3: Basic Theory – What you really need to know; Chapter 4: Conventional Pricing Approaches – Cost Based Pricing; Chapter 5: Conventional Pricing Approaches – Competition Based Pricing; Chapter 6: Measuring the Triad; Chapter 7: Building the Value Based Price; Chapter 8: Review of VBP methods; Chapter 9: Building the Value Proposition; Chapter 10: Value Based Selling;Chapter 11: Building a VBP strategy; Chapter 12: Today’s pricing issues; Chapter 13: Legal issues in pricing in Europe

Chapter 1: What is Value?; Chapter 2: The Customer Value Line; Chapter 3: Basic Theory -- What you really need to know; Chapter 4: Conventional Pricing Approaches -- Cost Based Pricing; Chapter 5: Conventional Pricing Approaches -- Competition Based Pricing; Chapter 6: Measuring the Triad; Chapter 7: Building the Value Based Price; Chapter 8: Review of VBP methods; Chapter 9: Building the Value Proposition; Chapter 10: Value Based Selling; Chapter 11: Building a VBP strategy; Chapter 12: Today's pricing issues; Chapter 13: Legal issues in pricing in Europe

About the Author

Harry Macdivitt served as marketing director in a leading electronic controls company, with specific responsibility for strategic management, new product marketing, and development for U.K. and international markets (United States, Russia). He has run training programs for corporations in the United Kingdom, European Community, North America, and China and works regularly with growth-oriented small- and medium-sized businesses. Mike Wilkinson works worldwide with clients across a diverse range of industries and business sectors focusing on value and value selling. He has worked in a wide range of senior sales positions and has experience of fast-moving consumer goods as well as business-to-business sales.