Pricing decisions determine whether companies survive or fail in modern free-market economies. Yet as artificial intelligence and machine learning transform the field, pricing professionals lack comprehensive guidance for leveraging these powerful technologies. In The Pricing Playbook: A Practical Guide to Revenue Growth Management in the Age of AI , Ingo Reinhardt draws on close to two decades of experience and insights from hundreds of pricing professionals to deliver the practical framework the field has been missing. The book connects pricing's foundations in moral philosophy and economic theory to contemporary business challenges. Reinhardt explains price elasticity's mathematical elegance, showing how this central concept guides profit optimisation. He examines behavioural pricing, value-based approaches, and the relationship between costs, competition, and customer willingness-to-pay. Real-world examples illustrate key principles: Apple's iPhone pricing correction, contrasting strategies in ridesharing, and how egg prices during inflation revealed near-zero elasticity. The book demonstrates why price elasticity discussions in earnings calls quadrupled in 2022, reflecting pricing's heightened importance to C-level executives facing surging costs and global uncertainties.
Readers will gain step-by-step guidance for building comprehensive pricing and revenue growth management strategies within their organisations. Specific case studies focus on opportunities and challenges created by digitisation and generative AI proliferation. The book also includes a detailed framework that helps define and implement pricing strategy, explaining how new AI tools and platforms should impact business leaders' decisions. Reinhardt emphasises that mastering underlying methods and principles enables professionals to best use advanced technologies and build effective commercial organisations. Designed for executives, managers, and RGM professionals in the CPG/FMCG field, The Pricing Playbook also serves entrepreneurs, founders, and team leaders at high-growth organisations. It provides expert guidance on a rapidly evolving subject critical to sustainable business success.