Resources
Audio and Videos
Books We Recommend
Profit from the Core — Chris Zook
This book provides the best analysis of how to look at adjacent markets once you have clarified your core business. It starkly contrasts companies that have succeeded with clear core business definition versus those who have vague core business definition.
Competitive Advantage — Michael Porter
Competitive Advantage is a classic, but still relevant in today's market. Michael Porter provides profound rigor in understanding, obtaining, and exploiting competitive advantage.
Power Pricing — Robert J. Dolan and Hermann Simon
Power Pricing provides hard hitting rationale for the importance of value pricing from one of the biggest gurus in the market. The scope of their expertise spans industries as well as geographies.
Value Based Marketing — Peter Doyle
This is the original book on value based marketing. It has more of an internally focused perspective on value marketing meaning that it helps justify and measure marketing programs based on the value they deliver for customers.
Value Based Marketing for Bottom Line Success — J. Nicholas DeBonis, Eric Balinski, and Phil Allen
These authors have developed a McKinsey-esque methodology for understanding value and incorporating it into the marketing mix.
Articles
Technology Vendor Perceptions of Economic Value
Z2M4 performed a survey regarding awareness of economic value to see how it is perceived and how it is used for sales enablement. We received nearly 120 responses from a variety of software, hardware, medical equipment, and communications equipment technology companies.
Value Talks, "*#@$! Walks
Historically, market leading companies have several compelling advantages over emerging and mid-market companies that make it difficult to unseat them even when the market leader's product is (significantly) inferior.
Economic Value and the Marketing Mix
This paper discusses how economic value should be a critical basis for not only price, but other elements in the marketing mix including promotion and product.
Optimizing Street Price With Demand Curves
This article shows how classical approaches to price optimization can be integrated with practical field experience to improve price and margin.
Price and Profit
This paper demonstrates that price is a power and practical lever for improving profit.
Quantifying Buyer Power
This article describes Z2M4's method for quantifying price sensitivity and customer bargaining leverage for use when demand curves cannot be developed.
