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Pricing on Purpose: Creating and Capturing Value | 
 enlarge | Author: Ronald J. Baker
Publisher: Wiley
Category: Book
List Price: $60.00
Buy New: $45.60
You Save: $14.40 (24%)
New (16) Used (8) from $43.99
Rating:  12 reviews
Sales Rank: 251378
Media: Hardcover
Pages: 400
Number Of Items: 1
Shipping Weight (lbs): 1.5
Dimensions (in): 9.1 x 6.1 x 1
ISBN: 0471729809
Dewey Decimal Number: 658.816
EAN: 9780471729808
ASIN: 0471729809
Publication Date: February 3, 2006
Availability: Usually ships in 1-2 business days
Condition: Brand New, Perfect Condition, Please allow 4-14 business days for delivery. 100% Money Back Guarantee, Over 1,000,000 customers served.
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Product Description
—Reed Holden, founder, Holden Advisors Corp., www.holdenadvisors.com coauthor, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Third Edition
"With Pricing on Purpose, Ron Baker had made an enormous contribution to the better understanding of pricing that will be accessible to anyone who wants to learn. People are intrigued by instances of what they see as idiosyncratic pricing. Sometimes it is idiosyncratic, but oft-times it is fiendishly clever and well researched. So is this book. There are examples that at first sight seem to have nothing to do with the subject at hand, but the learning points are all made and explained in any number of interesting and memorable ways. Pricing on Purpose is a welcome and valuable addition to the learning on pricing and I recommend it to professional pricers, marketers, and anyone interested in capturing the value their business creates."
—Eric G. Mitchell, President, Professional Pricing Society, www.pricingsociety.com
"Ron Baker is what I'd call a 'thought giant.' In his first two books he literally began a revolution in the accounting and legal professions. Thousands of professionals in public practice now lead far better, more rewarding lives thanks to him. Now he's broadened his impact in a huge way. Read this book, implement the ideas and you'll never look at your prices or your pricing policies in the same way again. You'll be richer in many ways because of it."
—Paul Dunn, founder and CEO, ResultsNet Australia, coauthor, The Firm of the Future: A Guide for Accountants, Lawyers, and Other Professional Services, www.resultsnetaustralia.com
"As a reader of hundreds of business books, I am thrilled when I come across one that has something new to say. Pricing on Purpose does just that. Instead of presenting a set of feel-good items to check off a list, Ron Baker encourages us 'to think with him, not like him.' He methodically builds his argument leading us through the labyrinth of pricing theory and encourages us to look at pricing as the strategic tool that it is rather than taking the lazy cost-based tactical approach of most businesses. To paraphrase Karl Marx in terms of Baker's book, 'Cost-based pricing is the opium of business.'"
—Ed Kless, Director, Partner Development and Recruitment, Sage Software
"Baker has done it again! Building on the core principles that he advanced in Professional's Guide to Value Pricing and The Firm of the Future, Ron Baker has again evolved thought leadership on the critical dynamics of value and pricing. Baker's latest work, Pricing on Purpose: Creating and Capturing Value, provides real-world examples and practical strategies that provide a framework for pricing optimization. His clarity of purpose and passionate call to action resonates in today's intellectual capital economy."
—Thomas Finneran, Executive Vice President, American Association of Advertising Agencies
"We love this book! With detailed research, thorough references, and recommendations for further reading, this could be considered a textbook. That it is so readable and engaging is a triumph. The chapter providing the epitaph for cost-plus pricing is worth many times the price of this book. 'Got price-sensitive customers? Wonder why? Read and stop weeping. Who's in charge of value in your company?' Baker asks. If you can't immediately answer, you'd better read this book. Bravo, Baker!"
—Paul O'Byrne and Paul Kennedy, partners, O'Byrne and Kennedy LLP, Chartered Accountants, United Kingdom, www.obk.co.uk
"Ron Baker is nothing short of brilliant, and his enthusiasm for pricing is contagious. Pricing on Purpose will add more value to your firm than anything else you could do. As usual in Ron's books, he presents cutting-edge ideas. There is no greater value to your company than to read Pricing on Purpose and implement its ideas."
—Scott Abbott, entrepreneur, former regional business development, manager, BDO Dunwoody, LLP, Manitoba, Canada
Download Description
Reed Holden, founder, Holden Advisors Corp., www.holdenadvisors.com coauthor, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Third Edition ""With Pricing on Purpose, Ron Baker had made an enormous contribution to the better understanding of pricing that will be accessible to anyone who wants to learn. People are intrigued by instances of what they see as idiosyncratic pricing. Sometimes it is idiosyncratic, but oft-times it is fiendishly clever and well researched. So is this book. There are examples that at first sight seem to have nothing to do with the subject at hand, but the learning points are all made and explained in any number of interesting and memorable ways. Pricing on Purpose is a welcome and valuable addition to the learning on pricing and I recommend it to professional pricers, marketers, and anyone interested in capturing the value their business creates."" Eric G. Mitchell, President, Professional Pricing Society, www.pricingsociety.com
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| Customer Reviews: Read 5 more reviews...
 Why your customers both want and need to pay you more July 31, 2008
Rolf Dobelli (Luzern Switzerland)
Ronald J. Baker makes a sound economic case that the traditional method of generating prices by calculating costs and figuring in an acceptable profit is outdated and unsuitable for today's knowledge-based business world. Price differentiation and value-based costing have been around for a while, but Baker's explanation is useful and nicely written. He explains how different customers will value your product their own way, and how to use that differentiation to make money. In 22 concise chapters, he shows you how to understand your customers better and how to create value that they will buy. By capturing a share of that value you earn profits. Baker has a knack for explaining economic concepts in plain English rather than abstruse textbook jargon - and that's valuable, right there. Get it, read it, use it and make more money. getAbstract recommends it in particular to marketing and product management professionals (or anyone who is interested in the subject of pricing).
 Unfocused July 30, 2008
Stefan Michel (Arizona and Switzerland)
There is no doubt that Ronald Baker knows a lot about pricing and that he is a very good storyteller. However, I found this book rather unfocused. I miss a guiding frame and find some if not most of the examples slightly outdated.
Don't compete on lowest price, compete on great value for price July 5, 2008
Craig Matteson (Ann Arbor, MI)
9 out of 10 found this review helpful
This is a terrific book explaining the power of pricing, the economics of value, and how you can capture more of it as profit for your firm. Ronald Baker is very much against the notion of simply cutting prices to try and win in the marketplace. Your job, as he sees it, is to create more value and become more profitable. I think he is right.
He provides 22 short chapters that explain his ideas in plain and understandable English. This is a big feat when discussing even basic economic concepts. He does refer to the old model of figuring your costs and then factoring in a profit as "cost plus pricing", which might be a tad confusing since that is also a term used by regulated utilities and the like that are guaranteed a profit by providing the government with their costs and the regulations allow them to tack on a specific profit. This latter method is NOT what he means. Nor is he a fan of cost accounting because it uses average costs and smears costs onto items they may not actually be incurring.
Baker wants you to get paid for the value your firm creates. He teaches you how to calculate the value your products provide to different customer segments and how to sell to each differently so you get more from those who value you more and less from those who need less from you. This is called price discrimination. I know that discrimination has a knee-jerk connotation of an immoral practice, but all the word really means is to tell one thing apart from another. In other words, to see things more clearly. More like discriminating tastes than anything approaching racial discrimination.
An easy example is books. Hard cover books cost more and are valued by those who want the books early and are willing to pay more. Those who can wait awhile can get trade paperbacks and those who only want cheap, basically disposable editions, can get the mass market paperbacks even later. They are all the same words, but the quality of the binding is a bit different. The real differentiation is in the timing of availability to its audience. The publishers discriminate who in the audience wants it more by pricing.
So, read this book and learn more about pricing yourself into greater profitability.
Reviewed by Craig Matteson, Ann Arbor, MI
Change your business for the better January 3, 2008
Christopher Jones (UK)
1 out of 1 found this review helpful
"If you charge for the demonstrated outcome the customer achieves, then and only then are you in the transformation business"
In the first book in his Intellectual Capitalism series, Ron Baker returns to the topic that has seen him named in the World's 100 Most Influential Accountants: value pricing.
Unlike his previous works, "Pricing on Purpose" is not devoted only to professional service firms (or professional knowledge firms in Baker's terminology) but all business organisations. However, the theme is familiar, if now broader and deeper: the subjective theory of value, that value subjectively judged by customers determines prices.
Baker invites us to "think with him" as he takes us through the history of economic theory on pricing and value, and then through numerous practical examples of price psychology and strategy. Along the way, Baker demonstrates that there is no such thing as a commodity, that cost-plus pricing is dead, the importance of customer selection and that striving to offer a superior value proposition is key. While the point feels intuitively right, Baker repeatedly proves that successful businesses price their products and services based on the external value perceived by their customers rather than the internal costs incurred in their delivery. Activity-based costing is a "wrong mistake".
While focused here more on the why than the how, Baker then wraps up with a discussion on the support structures needed to implement value-pricing, in particular pricing teams and Chief Value Officers.
What distinguishes this book from a typical business tome is that the thinking is grounded firmly in academic, economic - indeed, pricing - theory rather than the latest management fad. What distinguishes this book from an academic treatise - indeed a typical business tome - is that it is immensely readable and entertaining.
Pricing on Purpose provides you with the motivation and ammunition to change, and win over hearts, minds and pockets throughout your business.
 The Right Place to Start December 3, 2007
D. Hackett (Cincinnati , OH USA)
1 out of 1 found this review helpful
As a management consultant, I work with clients every day that set prices based upon fear, ignorance or a best guess at what the market will bear. Too many small and medium size businesses set a price for a commodity yet deliver value as a service - how about getting paid for the value! I appreciate Ron Baker's straightforward approach toward pricing with strategies provided that enable pricing to be purposeful, but it begins with leadership.
Do any organizations provide a tangible product without a service? Organizations don't win on commodity pricing; it's the extra step that creates the value. Ron Baker wants the business owner or executive to think about how the organization creates value, not how the organization extracts dollars from the customer. Complete with many examples of different pricing methods, Pricing on Purpose lays the foundation to understand how to get paid a fair price and have the customer asking for more.
I have responsibility for an Information Commons - an extensive collection of materials devoted to professional management. You can be sure that all of Ron Baker's books will be part of our collection. Pricing on Purpose opens the mind; Measure What Matters to Customers provides the direction.
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