Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability Review

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Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability ReviewThis has to be a perfect example of an effective tagline "How Google..." Unfortunately, that's where the goodness of the book ends. Overall, the book does not live up to the expectations helped set by the sub-title or the glowing quotes from professional reviewers/authors.
First of all, it is not clear who the target audience is. While the authors words "....gain more confidence in pulling the price lever and perhaps sparks an idea about innovative way to price....we will have achieved our main objective", suggests they aimed the book at pricing professionals/executives. They are likely to be the most disappointed with the book - it lacks specificity of tactics or strong theoretical models to help that audience (except a basic IBEA analysis section and abstracting key principles of pay-as-you-wish model). The general business audience will be baffled by the directionless nature of the examples and the neither-academic/neither-general audience style of narration and haphazard idea development. Undergraduate students in business disciplines will find this book difficult to use as a resource for case studies.
In fact, the general audience is better served by an earlier, more focussed book - Free: The Future of a Radical Price which employ some similar examples. Moreover, the chapter on "China price" is mostly superficial and readers can get a more entertaining and informative look in Dragons at Your Door: How Chinese Cost Innovation Is Disrupting Global Competition.
Overall, given the affiliation of the authors and the sassy sub-title of the book, this turned out to be a rather misguided experiment in non-academic writing. It turned out to be a hodge-podge of familiar stories woven together a supposed common theme (you may need FBI's help in identifying that theme, because it seems to be well-encrypted). A casual business reader is likely to be familiar with most of the models in the book and a curious reader hoping to get a detailed analysis or a roadmap will be sorely disappointed.
I really wanted to like this book. I didn't. Skim at best.Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability Overview

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