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Thumbnail image for product with reference number 6480BC
Raise Your Prices to Get the Profit You Deserve
Book chapter
-
Reference no. 6480BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 27 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Pricing strategy; Profitability
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Abstract

Raising prices - and when, how, by how much, and why - is one of the most important decisions a manager in a mature market must make. It is also the most complicated and riskiest. Of all the elements of the classic marketing mix, price is the most flexible in the short term and the most potent. While price increases represent a substantial source of profit, you need to make sure that you understand the implications of the price changes before you raise prices. This chapter is excerpted from ‘Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets'.
Thumbnail image for product with reference number 6406BC
Choose Profit over Market Share
Book chapter
-
Reference no. 6406BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 30 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Strategy formulation; Sustainability
View full details
Thumbnail image for product with reference number 6475BC
Learn to Compete Peacefully: Cede Market Share and Rally Behind the Banner of Profit
Book chapter
-
Reference no. 6475BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Mature business; Strategy formulation
View full details
Thumbnail image for product with reference number 6476BC
Change the Way You Form Your Assumptions: Base Views of Customers on Facts, Not Conventional Wisdom to Uncover Sources of Additional Profit
Book chapter
-
Reference no. 6476BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 24 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Pricing strategy; Profitability
View full details
Thumbnail image for product with reference number 6477BC
Use Internal Data to Find Profit Opportunities
Book chapter
-
Reference no. 6477BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Asset management; Business growth; Business intelligence; Competitive advantage; Customer and client analysis; Market share; Marketing mix; Profitability
View full details
Thumbnail image for product with reference number 6478BC
Uncover Preferences and Willingness to Pay: Use Customer Research to Find Profit Opportunities
Book chapter
-
Reference no. 6478BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Asset management; Business growth; Competitive advantage; Market research; Market share; Marketing mix; Profitability; Surveys
View full details
Thumbnail image for product with reference number 6479BC
Optimize Your Marketing Mix to Capture the Highest Additional Profit
Book chapter
-
Reference no. 6479BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 22 pages
Topics: Asset management; Business growth; Market segmentation; Market share; Marketing mix; Profitability
View full details
Thumbnail image for product with reference number 6481BC
Don't Ingratiate Yourself with Customers: The Risks of Changing Your Marketing Mix
Book chapter
-
Reference no. 6481BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 23 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Profitability; Strategy formulation
View full details
Thumbnail image for product with reference number 6482BC
Align Your Incentives to Focus on Profit
Book chapter
-
Reference no. 6482BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 19 pages
Topics: Asset management; Business growth; Competitive advantage; Incentives; Market share; Profitability; Strategy formulation
View full details
Thumbnail image for product with reference number 6483BC
Get Your Market Communication Under Control: Defuse Tension in Your Marketplace and Capture the Higher Profits You Deserve
Book chapter
-
Reference no. 6483BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 20 pages
Topics: Asset management; Business growth; Communication strategy; Competitive advantage; Market share; Public relations
View full details
Thumbnail image for product with reference number 6484BC
It's Time to Cash in Your Profit Opportunities
Book chapter
-
Reference no. 6484BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 12 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Strategy formulation; Sustainability
View full details

About

Abstract

Raising prices - and when, how, by how much, and why - is one of the most important decisions a manager in a mature market must make. It is also the most complicated and riskiest. Of all the elements of the classic marketing mix, price is the most flexible in the short term and the most potent. While price increases represent a substantial source of profit, you need to make sure that you understand the implications of the price changes before you raise prices. This chapter is excerpted from ‘Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets'.

Related

Thumbnail image for product with reference number 6406BC
Choose Profit over Market Share
Book chapter
-
Reference no. 6406BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 30 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Strategy formulation; Sustainability
View full details
Thumbnail image for product with reference number 6475BC
Learn to Compete Peacefully: Cede Market Share and Rally Behind the Banner of Profit
Book chapter
-
Reference no. 6475BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Mature business; Strategy formulation
View full details
Thumbnail image for product with reference number 6476BC
Change the Way You Form Your Assumptions: Base Views of Customers on Facts, Not Conventional Wisdom to Uncover Sources of Additional Profit
Book chapter
-
Reference no. 6476BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 24 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Pricing strategy; Profitability
View full details
Thumbnail image for product with reference number 6477BC
Use Internal Data to Find Profit Opportunities
Book chapter
-
Reference no. 6477BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 21 pages
Topics: Asset management; Business growth; Business intelligence; Competitive advantage; Customer and client analysis; Market share; Marketing mix; Profitability
View full details
Thumbnail image for product with reference number 6478BC
Uncover Preferences and Willingness to Pay: Use Customer Research to Find Profit Opportunities
Book chapter
-
Reference no. 6478BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 26 pages
Topics: Asset management; Business growth; Competitive advantage; Market research; Market share; Marketing mix; Profitability; Surveys
View full details
Thumbnail image for product with reference number 6479BC
Optimize Your Marketing Mix to Capture the Highest Additional Profit
Book chapter
-
Reference no. 6479BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 22 pages
Topics: Asset management; Business growth; Market segmentation; Market share; Marketing mix; Profitability
View full details
Thumbnail image for product with reference number 6481BC
Don't Ingratiate Yourself with Customers: The Risks of Changing Your Marketing Mix
Book chapter
-
Reference no. 6481BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 23 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Profitability; Strategy formulation
View full details
Thumbnail image for product with reference number 6482BC
Align Your Incentives to Focus on Profit
Book chapter
-
Reference no. 6482BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 19 pages
Topics: Asset management; Business growth; Competitive advantage; Incentives; Market share; Profitability; Strategy formulation
View full details
Thumbnail image for product with reference number 6483BC
Get Your Market Communication Under Control: Defuse Tension in Your Marketplace and Capture the Higher Profits You Deserve
Book chapter
-
Reference no. 6483BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 20 pages
Topics: Asset management; Business growth; Communication strategy; Competitive advantage; Market share; Public relations
View full details
Thumbnail image for product with reference number 6484BC
It's Time to Cash in Your Profit Opportunities
Book chapter
-
Reference no. 6484BC
Authors: Frank Luby (Harvard Business School); Hermann Simon (Harvard Business School); Frank F Bilstein (Harvard Business School)
Chapter from: "Manage for Profit, Not for Market Share: A Guide to Greater Profits in Highly Contested Markets"
Published by: Harvard Business Publishing
Published in: 2008
Length: 12 pages
Topics: Asset management; Business growth; Competitive advantage; Market share; Marketing mix; Strategy formulation; Sustainability
View full details