Todos los expertos en la materia coinciden en que la fijación de precios (pricing) es un asunto mal gestionado por las empresas. El gurú de la publicidad, David Ogilvy, lo corrobora con estas palabras en su libro Ogilvy on Advertising: «El pricing es una mera conjetura. Normalmente se asume que los profesionales del Marketing usan medios científicos para determinar el precio de los productos, pero no hay nada más lejos de la realidad». El precio es el determinante número uno de los beneficios. Sin embargo, debido a esta ausencia de un análisis sistemático, sus potenciales beneficios no suelen llegar a materializarse.

Para conseguir una mejora en la gestión de los precios, Tony Cram, autor de este libro, propone una guía a la que él denomina Smarter Pricing, consistente en tomar en cuenta 6 aspectos o normas relacionados con los precios:

Comprender la gran diferencia que existe entre «precio» y «valor».

Descubrir de forma científica dónde se sitúa el precio óptimo.

Ser conscientes de las distintas reacciones de diferentes consumidores ante las modificaciones de precios.

Aprovechar el componente emocional de los precios.

Comunicar los precios de forma inteligente.

Evitar las guerras de precios.

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