Written by the experts at McKinsey & Company, this book is a practical and in-depth work on pricing. Pricing is the most sensitive leverage an executive has on profits: small changes in average prices cause huge jumps in operating profit. The authors consider modern approaches to the analysis and improvement of pricing efficiency, illustrate them with practical examples and outline the path to price superiority. The book offers a logical, structured approach to identifying the most valuable sources of untapped price opportunities in a business and is a practical guide for top management.