I am
Ernst-Jan Bouter

Author of "Pricing: The Third Business Skill"




The book is an eye opener, gives a new perspective and shows how important Pricing is today and how it needs it's own place in the organization. It shows how organizations are set up and how much pricing attention you need to get from the board.

You can read this book beginning to end in one go, and not get bored by it because it's easy to understand, dives deep and examples are really well done.

The book brings up a lot of different price drivers and it points to which one to use, when and why. I have been using it as a handbook to go back and use as a reference.

--- Rickard Andreasson (Head of Global Pricing)

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To grasp the importance of pricing it is essential to consider all its aspects. However, in my work I found that discussions are usually focused on the problem at hand for a specific company or industry. Therefore, in 2011 and 2012 I took the time to write the “whole” story about pricing.

My book Pricing: The Third Business Skill explains how to best set prices. It gives you the lowdown on all facets of pricing: pricing strategy, tools, pricing processes, change management, and organizational design.


The book consists of three parts - The Art of Pricing, The Science of Pricing, and The Execution of Pricing – which, taken together, present a holistic, integrated view of the topic. Such an approach is indispensable, because pricing touches on nearly every part of a company. “Price is a one-figure summary of what a company has to offer.”

After reading this book, the pricing function will no longer hold any secrets for you, empowering you to get started on structurally improving your margins right away!


Order book

Pricing: The Third Business Skill is available for order from Amazon or on this website (ISBN 978-90-820693-0-3). To get a good taste of the book before you buy it, you can download an electronic copy of part I below.



I advise you to order from Amazon.com to buy the entire book .You can also order from your local Amazon website in Europe (for example Amazon.co.uk or Amazon.de). List prices are: €29, £25 or $39. Amazon frequently offers free shipping and a small discount.


If you cannot use Amazon, you can order a copy by filling in the form below (€44 + shipping):

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Are you looking for someone to show your audience the power of pricing?

Ernst-Jan has extensive experience in motivational speaking on pricing topics at Fortune 500 companies and conferences for business executives. He shares both success stories and failures to illuminate the critical changes required. He engages on a personal level with your public who appreciates him connecting to their daily reality.

Knowing what it takes to achieve business results through pricing, Ernst-Jan clearly gets the message across. Your audience will learn what making money is about and how to achieve it. An experience they will not forget.

If you are interested, please fill in your name and e-mail address below and we will contact you.



Welcome to my website about pricing. Economic theory tells that prices are set when supply meets demand. When I studied for my Master's degree in econometrics, my fascination for pricing arose and I wondered: is supply and demand all there is to it?

I joined the KLM pricing department in 1998 and I never left the pricing profession ever since. I have been a pricing manager and a pricing advisor at start-ups and multinationals, in B2B, B2C, and retail. I have set prices across 5 continents, in more than 100 countries.

I have become an expert in optimizing the pricing function and in managing the change required. I currently fulfill a pricing leadership role for the board of Sandvik Mining and Rock Technology.

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Please contact us with any inquiry you may have