Now is the time to answer that "value" question so well and so completely that your organization thrives. The biggest winners in the 21st century will have value-based strategies, value-based innovation, value-based marketing, and value-based pricing. There has never been a more exciting and lucrative time to pay attention to value and turn a daunting question of survival into a sustainable answer of success.--from the Introduction

Pricing based on customer value is a pillar of modern marketing. This book proposes practical and real-life actions that marketers can take to better segment their market, understand their differentiation, and design dollarized

value propositions. A must-read! - Pierre Schaeffer, Chief Marketing Officer, Thales

B2B companies have to be better at understanding their true differentiation and how to translate it into financial benefits for their customers. This book proposes a practical framework for extracting true differentiation and for

dollarizing it. Reading it will change your views on how to draft your customer value propositions!

-Vishaal Jayaswal, Vice President of Client Solutions & Value Strategy, Cox Automotive Inc.

Value-based pricing is much more than a pricing strategy-it is a go-tomarket strategy. This book reinforces that reality and proposes a practical framework for managing value-based transformations. It covers the foundation of marketing: segmentation, differentiation, dollarization, and pricing. Stephan's energetic style and expert perspective shine throughout, making this book an engaging must-read for all commercially focused professionals.

-Kevin Lemke, Vice President of Pricing & Commercial Excellence, Stanley Black and Decker

Dollarizing differentiation is the essence of value-based pricing. Liozu proposes concrete and practical guidelines for getting started and for using dollarization in go-to-market strategies. Reading this book will change the way you manage your customer value propositions across your entire organization!

-Tom Wingren, Director of Pricing & Sales Development, Wartsila Marine Solutions

Everyone believes he does value selling, but is that really so? We keep falling into the same traps: thinking value in absolute terms, without reference to a next-best competitive offer; listing benefits but stopping short of putting a dollar tag on them; or, very often, believing value is the same for all customers. Stephan's book is all about avoiding the product-centric traps to really become customer-centric. And unlike most of its kind, it is easy to read and loaded with humor. A compelling read!

-Benoit Rengade, Business Process Owner, Value-based Pricing, Michelin