John Daly came up with a well written book that is interesting and informative on activity-based pricing. This book complements my knowledge and expertise on activity-based costing and I now know how to develop my prices based on a disciplined methodology for fixing the price.



John Daly avoids the mistake of focusing of maximizing revenue, advocated by some marketing professionals but rather puts the focus where it belongs namely maximizing profitability and ultimately shareholder value.



Any manager with responsibility for pricing will benefit immensely from reading this book.