Pricing--The New CEO Imperative: A Book from the Pricing Profession to the C-Suite

Value Innoruption Advisors Publishing, 10 jun 2021 - 488 páginas
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Pricing--The New CEO Imperative, the 11th volume by Stephan M. Liozu on the topic of pricing and customer value management, is a message from the pricing profession to the C-suite. It aims to promote pricing and encourage CEOs and C-suite executives to pay greater attention to pricing and to increase their investments in their pricing initiatives. In the context of digital transformations and a post-COVID-19 new normal, pricing is a strategic capability that no CEO should ignore-and a driver of competitive advantage and a strong profit lever.

Pricing has 21 chapters organized in five sections: Pricing Lessons and Myths, Pricing Impact and Pricing Power, Pricing Testimonials, Pricing Maturity and Capabilities, and Pricing as a Force of Transformation.

This book was made possible through the financial contribution of ten companies:
  • Boston Consulting Group
  • Deloitte Consulting LLP
  • Manchon & Company
  • Miller Advisors
  • Pricefx
  • Pros Holdings
  • Simon Kucher & Partners
  • Vendavo
  • Zilliant
This collection is also endorsed by the Professional Pricing Society (PPS) and the Coalition for the Advancement of Pricing (CAP). Be bold: join the pricing revolution!

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Sobre el autor (2021)

Stephan M. Liozu is a pricing evangelist who has widely promoted pricing for the past ten years. He is the Founder of Value Innoruption Advisors (, a consulting boutique specializing in industrial, digital, and value-based pricing. He is also an Adjunct Professor and Research Fellow at the Case Western Research University Weatherhead School of Management. Stephan holds a PhD in Management from Case Western Reserve University (2013), an MS in Innovation Management from Toulouse School of Management (2005), and an MBA in Marketing from Cleveland State University (1991).Stephan holds the following certifications: Certified Platform Design Toolkit Facilitator (PDT, 2020); Certified IoT Professional (IoT-Inc., 2019); Certified Black Hat Coach (Thales, 2018); Certified Pricing-to-Win Shipley Instructor (2017); Business Model Innovation Coach (Strategyzer, 2016); Certified Innovation Leader-GIMI/IXL (2014); Master Customer Value Modeler (CVM®, 2013); Prosci® Change Management Certification (2013); ThinkBuzan® Licenced Instructor-iMindMap® (2012); Certified Pricing Professional (CPP) (2009); Certified Facilitator for DDI Learning Systems (2009); Breakthrough Thinking (Gap International ECC 2007); Six Sigma Green Belt (2007).Over the past few years, Stephan has published academic articles in the Journal of Revenue and Pricing Management, Business Horizons, MIT Sloan Management Review, and Industrial Marketing Management. He has also written many articles on strategic pricing issues for the Journal of Professional Pricing. Stephan sits on the Advisory Board of Professional Pricing Society and LeveragePoint Innovation.Over the past ten years, Stephan has edited or published ten other pricing books: B2G Pricing: Best Practices in Business-to-Government Pricing Strategies (VIA Publishing, 2020); Pricing Strategy Implementation: Translating Pricing Strategy into Results (Routledge, 2019); Monetizing Data (VIA Publishing, 2018); Value Mindset (VIA Publishing, 2017); Dollarizing Differentiation Value (VIA Publishing, 2016); The Pricing Journey (Stanford University Press, 2015); Pricing and Human Capital (Routledge, 2015); The ROI of Pricing (Routledge, 2014); Pricing and the Sales Force (Routledge, 2015); Innovation in Pricing: Contemporary Theories and Best Practices (Routledge, 2012 & 2017). All books are available on Please connect on LinkedIn or contact through the website at

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