The Pricing Playbook: A Practical Guide to Revenue Growth Management in the Age of A.I. - Hardcover

by Ingo Reinhardt (Author)

An in-depth and up-to-date discussion of pricing strategy that incorporates the latest developments in generative AI

In The Pricing Playbook: A Practical Guide to Revenue Growth Management in the Age of AI, author Ingo Reinhardt delivers a uniquely insightful discussion of the theoretical underpinnings of pricing. He also presents detailed instructions for using that theory to construct a revenue growth management framework that will guide the pricing strategy within your organization.

Reinhardt offers a selection of specific case studies that focus specifically on the opportunities and challenges created by the ongoing digitization and proliferation of generative AI technologies. The book explains and contextualizes how this new suite of tools and platforms should impact business leaders' pricing decisions.

Inside the book:

• Detailed discussions of the underlying methods and principles that forward-looking organizations use to make pricing decisions in an environment that includes generative AI
• Step-by-step guidance for creating a comprehensive pricing and revenue growth management strategy for your firm
• Up-to-date explorations of the basics of pricing theory and important subtopics, including value pricing, price elasticities, and behavioural pricing

Perfect for managers, executives, and all other business leaders with a stake in crafting pricing strategies at their organization, The Pricing Playbook is also a must-read for entrepreneurs, founders, and team leaders at high-growth organizations looking for expert advice on a critical subject that's evolving rapidly.

Front Jacket

Pricing decisions determine whether companies survive or fail in modern free-market economies. Yet as artificial intelligence and machine learning transform the field, pricing professionals lack comprehensive guidance for leveraging these powerful technologies. In The Pricing Playbook: A Practical Guide to Revenue Growth Management in the Age of AI, Ingo Reinhardt draws on close to two decades of experience and insights from hundreds of pricing professionals to deliver the practical framework the field has been missing.

The book connects pricing's foundations in moral philosophy and economic theory to contemporary business challenges. Reinhardt explains price elasticity's mathematical elegance, showing how this central concept guides profit optimisation. He examines behavioural pricing, value-based approaches, and the relationship between costs, competition, and customer willingness-to-pay. Real-world examples illustrate key principles: Apple's iPhone pricing correction, contrasting strategies in ridesharing, and how egg prices during inflation revealed near-zero elasticity. The book demonstrates why price elasticity discussions in earnings calls quadrupled in 2022, reflecting pricing's heightened importance to C-level executives facing surging costs and global uncertainties.

Readers will gain step-by-step guidance for building comprehensive pricing and revenue growth management strategies within their organisations. Specific case studies focus on opportunities and challenges created by digitisation and generative AI proliferation. The book also includes a detailed framework that helps define and implement pricing strategy, explaining how new AI tools and platforms should impact business leaders' decisions. Reinhardt emphasises that mastering underlying methods and principles enables professionals to best use advanced technologies and build effective commercial organisations.

Designed for executives, managers, and RGM professionals in the CPG/FMCG field, The Pricing Playbook also serves entrepreneurs, founders, and team leaders at high-growth organisations. It provides expert guidance on a rapidly evolving subject critical to sustainable business success.

Back Jacket

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.

Author Biography

INGO REINHARDT has close to two decades' experience in pricing and revenue growth management and has worked with hundreds of professionals in the field.