Pricing is a key priority of every company globally, as both customers and businesses grapple with ever more challenging economic conditions. Pricing Decoded is an authoritative but easy-to-read guide to support the transition to robust pricing to drive profitability. Renowned pricing experts Danilo Zatta and Maciej Kraus show organizations how to boost profitability and build a competitive advantage, transforming the way to set and manage prices. Case studies from the world’s leading pricing practitioners in both B2C and B2B organizations, such as Alcatel-Lucent, Asashi, Google, BP-Castrol, Unilever, Microsoft, Borealis, Hilton, Nike, MediaWorld, Philips Healthcare, Schneider Electric, DHL, Zalando, Zuora, Workday, Assa Abbloy, and Coor, are presented throughout. This book makes smart and innovative pricing more accessible and understandable for all. It provides a strong foundation in the concepts as well as the application in business, empowering you to judge monetization opportunities in a more effective way and ultimately make better decisions. The book is relevant to C-levels, managers, entrepreneurs, investors, as well as sales, marketing, and pricing managers, who want to learn more about topline potentials and monetization through pricing and achieve sustainable growth. “Pricing is a continuous journey, allowing you to discover the sweet spot where customers appreciate your value, and you achieve satisfying profitability. This sweet spot evolves constantly, often faster than traditional business practitioners think. The joint application of AI capabilities together with the creativity of your sales and marketing teams has the potential to unlock unprecedented value, at a speed never experienced before. Pricing Decoded will give you valuable insights how to consistently be delighting your customers with your value proposition while leaving your more traditional competitors scrambling.” Francesco Quaranta , President and CEO, Hitachi Construction Machinery Europe “ Pricing Decoded is an essential guide for understanding and mastering the art of pricing. One of the most transformative trends in contemporary business practices is the subscription model, and the book delves into this with remarkable insight. The book’s analysis illuminates how businesses, from streaming services to software providers, leverage subscription models to create sustainable growth and deliver value to their customers. Danilo and Maciej are undeniably gurus in Pricing and this book is a MUST READ.” Jean Salim , Pricing Manager, Nissan Automotive Europe “Dan Zatta and Maciej Kraus's Pricing Decoded is an essential read for anyone serious about mastering the art and science of pricing. Through insightful case studies and expert analysis, the book reveals the strategies behind the success of top global companies. It’s a comprehensive, accessible guide that transforms complex pricing concepts into practical applications, making it a must-have for business leaders aiming to boost profitability and gain a competitive edge.” Alberto Dall’Osso , Global Pricing Excellence Leader, Bracco “In a world of different industries, there is no one right way to succeed. Companies within the same industry have found different paths to reach their most valued customers, and pricing it right for them, and yourself. Therefore, pricing is a healthy dose of consumer understanding, with a generous sprinkling of methods on top. Pricing Decoded will not only give you access to many different ways to crack the code to revenue generation, customer retention, and profitability, but also give you a template to follow and discover your own path to success.” Mayank Choubey , Global Product Sales Responsible, IKEA “A must-read for the C-Level! Pricing Decoded provides a compelling insight into the world of pricing through real life use cases, underlining the significant value that empowered pricing organizations create every day.” Murli Mahalingam , Group Pricing Director, Alliance Automotive Group “As leading voices in art and emerge science of Pricing, Dan and Maciej, have brought together a definitive collection of real-world case studies in Pricing Decoded . Pricing Decoded is a brilliantly executed effort to gather the thoughts from some of the leading practitioners in the industry that will become a must read for all pricing organizations. Love the passion and energy that Dan and Maciej have for this project.” Dean Mekelburg , Global Pricing Manager, ExxonMobil Basestock & Waxes “In a world where digital transformation and AI are revolutionizing industries, understanding the intricate art of pricing has never been more critical. Pricing Decoded is an indispensable guide for navigating this complex landscape. The book demystifies the strategies behind successful pricing, blending cutting-edge AI techniques with practical case studies to offer a comprehensive toolkit for any business leader. Dan Zatta and Maciej Kraus have crafted a resourc