Danilo Zatta is one of the world's leading advisors and thought leaders in the field of pricing and topline excellence. As a management consultant for more than 20 years, he advises and coaches many of the world's best-known organizations. The Financial Times defined him as "one of the world's leading pricing minds".

Maciej Kraus is a leading figure in the pricing industry and is frequently mentioned on most influential pricing lists and interviewed in numerous business journals, for example, Harvard Business Review and Forbes. He is a guest lecturer at Stanford University's Graduate School of Business as well as a number of other top business schools. He has written three books on pricing.

PART I Price Strategy, 1. Subscription pricing's success secrets at Alcatel-Lucent, Decathlon, Traton, and more, 2. Pricing insights unlocked: the strategic shifts behind Philips Healthcare's success, 3. Revolutionizing revenue at Google: advanced digital pricing models for SaaS and beyond, 4. How to win with Saas pricing: the case of Workday, 5. Clicks, Cookies, and Campaigns: Navigating Digital Ad Spaces at Google, PART II Price Setting, 6. Is the definition of pricing strategy in a retail company enough? on the essence of its implementation, 7. The price of innovation: steering through value-based pricing at Assa Abbloy, 8. Artificial intelligence in pricing at online retail, 9. Price management success across sectors: in retail at Nike vs. in hospitality at Hilton, PART III Price Realization, 10. Customer Value Management: implementation of value-based pricing at Borealis, 11. How Bonduelle and Unilever manage price image for perceived value, 12. Proud Pricing in the facilities management industry at Coor, 13. Terms and Conditions excellence at DHL, PART IV Price Enablement, 14. Why pricing for consumer goods is different: the case of Asashi, 15. Pricing transformation at Schneider Electric: success factors and key takeaways, 16. Building internal revenue management function at Lotte, 17. How to evaluate economic indicator trends to maximize profit and minimize loss with effective pricing at Ahold Delhaize