- The Strategy and Tactics of PricingThomas Nagle and Georg Müller, sixth edition, 2017The standard text. Take the break-even sales analysis and the chapter on price fences; the rest is for when pricing becomes someone’s full-time job.
- The Price AdvantageWalter Baker, Michael Marn and Craig Zawada, second edition, 2010From the McKinsey team behind the 1% figure. Read it for where margin leaks between list price and what a customer actually pays.
- The Art of PricingRafi Mohammed, 2005A practical case for offering several versions at several prices instead of one price for everyone. The best short argument for chapter 7.
- MisbehavingRichard Thaler, 2015Thaler’s own account of the fairness surveys in chapter 5, and why a price that’s right on paper can still feel wrong.
- Confessions of the Pricing ManHermann Simon, 2015Decades of pricing work told as stories. Useful for its insistence that price is a strategy, not a spreadsheet cell.
- Smart PricingJagmohan Raju and Z. John Zhang, 2010Pricing models beyond the list price, from pay-what-you-want to subscriptions. Good for widening the menu before you raise the price.
And the papers to read first: Anderson and Simester (2010) on customer antagonism, Kahneman, Knetsch and Thaler (1986) on fairness, and Evangelidis (2024) on shrinkflation. Full references are in Appendix C.