Transform your organisation's pricing strategy to take advantage of exciting new opportunities to unlock profitable growthIn The Ten Rules of Highly Effective Pricing, renowned pricing strategist Danilo Zatta delivers an insightful and effective roadmap to taking control of your organisation's monetization strategies and boosting profits.The author explains the 10 key elements to transform your price management; such as making pricing a CEO priority, instilling a culture of profit, selling value, differentiating prices, setting up the pricing governance, avoiding price wars and other rules to help capture opportunities for extraordinary profit and growth that companies not observing these rules simply miss out on.In this authoritative yet easy-to-read book, you'll explore inspiring case studies of real-world companies that have realised the tremendous potential of pricing transformation to unlock their firms' latent profitability. You'll also discover the foundational pricing concepts you need to understand if you aim to drive incredible results in your company's top- and bottom lines. This book also offers: All the necessary ingredients for a successful, company-wide pricing transformationClear explanations of the key elements that determine successful pricing - and how to maximize profitability at the pricing levelStrategies for identifying present and future monetization opportunitiesTechniques for generating immediate wins, as well as strategies for generating long-term advantageA can't-miss resource for managers, founders, executives, directors, and entrepreneurs with a stake in driving growth and profitability in their firms, The Ten Rules of Highly Effective Pricing will also earn a place on the bookshelves of business and management students learning about contemporary pricing strategy.'Company marketers spend a lot of time on promotion and take pricing for granted. Zatta's new book The 10 Rules of Highly Effective Pricing will help wake up company marketers to the profit coming from creative pricing.'- Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University