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The cover of The Pricing Playbook

The Pricing Playbook

Ingo Reinhardt, 2026

Ingo Reinhardt shows why traditional pricing methods fall short, how price, pack and promotion levers fit into one playbook, and how AI could help predict how shoppers respond.

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12 parts, about 23 minutes to read.

Why read it

  • Treats pricing as a teachable science, working through elasticity and profit rules by hand so you can check any model's numbers
  • Shows why value, elasticity and behavioral pricing rest on conflicting assumptions, and how to replace them with a repeatable pricing process
  • Written by a practitioner who debunks common pricing myths and explains what AI can and cannot yet do for pricing decisions

Who it is for

  • Pricing and revenue managers at consumer goods companies
  • Finance leaders weighing a price increase
  • Analysts building demand or pricing models

What the summary covers

  1. Why Pricing Deserves a Playbook2 min
  2. The Real Size of the Price Lever2 min
  3. The Economics to Know by Hand3 min
  4. Measuring How Buyers Respond2 min
  5. The Traditional Toolkit and Its Limits3 min
  6. Five Pricing Myths2 min
  7. Strategy Before Tactics1 min
  8. A Framework for the RGM Playbook2 min
  9. Going International1 min
  10. Why the Old Tools Cannot Power AI2 min
  11. Virtual Shoppers and the Layers of AI2 min
  12. Results and the Market Led Organization1 min

Recommended by

  • Michael KantorCEO of the Promotion Optimization Institute and adjunct professor at Saint Joseph's University
  • Alberto de MarchisCFO France at The Kraft Heinz Company
  • Harry ErganVice President, Head of Revenue Growth Management at The Ajinomoto Group
    Grounded in pricing theory but written for practitioners, The Pricing Playbook provides a clear and practical framework for building effective revenue management strategies in complex organizations
  • Pol VanaerdeChair of EPP Pricing

About the author

  • Ingo ReinhardtCofounder of Buynomics, a software company for revenue growth management
    • PhD in Management from the University of Cologne, with Master's degrees in Management and Mathematics
    • Postdoctoral researcher at the University of Oxford; has published in the Strategic Management Journal
    • Began his industry career at Simon Kucher & Partners advising on pricing and commercial strategy

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