The Pricing Playbook

Master pricing strategy in the era of artificial intelligence and drive sustainable revenue growth In The Pricing Playbook: A Practical Guide to Revenue Growth Management in the Age of AI, Ingo Reinhardt solves an urgent problem facing business leaders today. As advanced AI and machine learning technologies transform pricing capabilities, professionals need comprehensive guidance to implement strategies that ensure profitability and company survival. Drawing on close to two decades of experience working with hundreds of pricing professionals, Reinhardt offers an original framework that belongs in the tool kit of everyone responsible for setting the prices of products and services. The book bridges pricing's ancient philosophical roots and elegant economic theory with modern practical applications. Reinhardt explains essential concepts including price elasticities, value pricing, and behavioural pricing, then provides step-by-step guidance for building a revenue growth management strategy. Real-world examples from Apple, Uber, and consumer goods companies illustrate both successes and missteps, while specific case studies demonstrate how digitisation and generative AI technologies create new opportunities and challenges for pricing decisions. Perfect for all business leaders responsible for pricing strategy, The Pricing Playbook outlines the methods and principles forward-looking organisations use to make pricing decisions. RGM professionals and CPG/FMCG business leaders will find expert guidance on mastering a critical subject that's evolving rapidly in the age of artificial intelligence.