The retail financial services industry is changing. Deregulation has created a competitive market place in which successful providers are becoming increasingly customer centric. Pricing is becoming a major strategic issue, but the majority of providers still use out-dated risk and cost based pricing methods, and have yet to develop a centre of excellence around their pricing processes."Price Management in Financial Services" shows how to incorporate the modern techniques of value based pricing in both product design and pricing. The authors provide an overview of basic pricing techniques and an introduction to strategic pricing issues such as market segmentation, product bundling, multi-channel pricing and non linear pricing.Central to the book is the concept of the "price response function" otherwise referred to as price sensitivity or elasticity of demand. The book includes a step-by-step guide to incorporating this concept into the pricing process.The final chapters are devoted to discussing a variety of implementation issues, highlighted with international cases studies from Simon and Kucher"s financial services practice.