价格与品牌策略

WINNINGthePROFITGAMEWINNINGthePROFITGAMESMARTERPRICINGSMARTERBRANDINGRobertG.Docters,MichaelR.Reopel,Jeanne-MeySunandStephenM.TannyWinningTheProfitGame12/4/039:21AMPage1COMPLIMENTSOFA.T.KEARNEYWinningtheProfitGameisabookaboutimprovingthebottomline,butitisnotthesameolddiscourseonthesubject.Instead,itoffersafreshapproachbyexplainingthatbeforeabusinesscanaffectthebottomlineitmustfirstgrowthetopline.Therearetwofundamentaltoolsfordoingso:priceandbrand.Theauthorsmakeacompellingcaseforthelinkbetweenpriceandbrand,showingalinearrelationshiptorevenuegrowth.Theirinnovativeapproachturnspricingintoalogical,high-returnactivitythatisintegraltodevelopingnewproductsandservices.Andinputtingbrandatthecenteroftheirframework,theychallengethemisconceptionofbrandingasthefuzzy,mysteriousconceptthatsomeexpertspersistinmakingit.Rather,