#Calogridis#s book gives a thorough, well-rounded plan to managers who want to improve their companies# profitability through effective pricing strategies and tactics. His experience and insights offer answers to a wide range of dilemmas that would otherwise erode margins. True to this book#s title, he gives lots of practical advice in an uncomplicated, conversational manner.#--Kevin Mitchell, President, The Professional Pricing Society #It is clear that Michael Calogridis has lived the role of a pricing manager. In Practical Pricing, he provides the type of guidance (along with candid discussions of the potential pitfalls) that only come from spending years promoting and implementing pricing improvement projects in large organizations. I don#t know of any other book that discusses the required cultural-change component of implementing new pricing strategies as well as this book does.#--Dr. Mark Ferguson, Steven A. Denning Professor of Technology and Management, Georgia Institute of Technology College of Management