Price is the only marketing lever that directly affects any company’s revenue, with a direct correlation between pricing and profitability. For this reason, in contrast with the dominant approach of the past, its role in the marketing management process has recently evolved and expanded, shifting from a simple operational tool to a strategic lever capable of determining a company’s competitive success.
This is the ultimate meaning of Pricing strategico (Strategic pricing, Egea, 2025, in Italian), the latest book by David Jarach, Senior Lecturer at SDA Bocconi School of Management. Specifically, the text analyzes the phenomenon in all its complexity, offering a practical guide to price management to “sell better” and increase the value of transactions through the presentation of a series of applied methodological tools.
The book opens with the observation that phenomena such as the digital economy, deglobalization, and the adoption of Artificial Intelligence have radically changed the competitive landscape and the way companies generate value. In this context, pricing evolves and becomes a fundamental strategic choice to define and signal market positioning, attract the right customers, and ensure long-term sustainability.
Following this line of reasoning, Jarach proposes a two-step model for achieving a company’s “pricing power”: price setting, to be developed when a new product or service is introduced to the market, and price management throughout the product’s entire life cycle in the market. At this stage, an additional level of attention is linked to the breadth of the company’s product portfolio as well as its international or global reach. In this regard, Jarach also addresses the challenges related to tariffs, exchange rate hedging, and the impact on costs and prices stemming from the most recent geopolitical tensions. The two-step model outlined above is further reinforced by a series of innovations in pricing practices, including the “freemium” model, subscription-based pricing policies, and the use of pricing within an omnichannel perspective.
Enriched with concrete examples, Pricing strategico explores, through case histories of national companies and interviews with Italian top managers, the role of pricing in real-world corporate strategies.
Drawing on thirty years of academic and professional experience, Jarach offers a rigorous yet practical approach, designed for managers, professionals, and entrepreneurs who want to consciously manage one of the most delicate and decisive variables in business.
- Publisher: EGEA
- Publication date: 2025
- Pages: 160
- ISBN/EAN: 9791222930855
- Format: Print, E-Pub
DAVID JARACH is Senior Lecturer at SDA Bocconi School of Management and teaches Pricing Analytics and Marketing at Bocconi University. He is the director and lead instructor of Pricing courses in the Full-Time MBA and the Executive Master in Marketing and Sales (EMMS) at SDA Bocconi. He is the author of seven books, published in Italian, English, and Chinese.
