Preface

Pricing is the set of activities, capabilities and processes that includes the definition of list prices, the definition of pricing guidelines, the development of discounting guidelines, price approval management, price monitoring, the development of negotiation capabilities, information collection and diffusion, implementation of annual price adjustments, new product pricing, development of price lists for supplementary services, value quantification and the development of a pricing infrastructure (Hinterhuber, 2024). Pricing touches everything