The most recommended pricing books

Who picked these books? Meet our 19 experts.

19 authors created a book list connected to pricing, and here are their favorite pricing books.
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Book cover of Profitable Candlestick Trading: Pinpointing Market Opportunities to Maximize Profits

Barbara Rockefeller Author Of Technical Analysis For Dummies

From my list on for traders using technical analysis.

Why am I passionate about this?

Economics isn't really a good starting point for financial market analysis for the simple reason that its models are wildly inaccurate. As behaviorial economists like Daniel Kahneman have been showing, irrationality and the inability to measure risk properly are a very big component of the investment and trading decisions. But statistical risk management is also sloppy when applied to human behavior because people are not objects that reliably behave the same way under similar circumstances. So when you read an economist about markets or an engineer about risk management, you're missing a lot of the story. In the end, technical analysis is fascinating because how and why humans behave is an enduring mystery.

Barbara's book list on for traders using technical analysis

Barbara Rockefeller Why did Barbara love this book?

You may have noticed that hardly anyone uses simple lines on a chart anymore—everyone uses candlesticks. When I was revising my own book, the technical advisor recommended just deleting the part about different types of standard bars and presenting only candlesticks. What’s so likable about Bigalow’s work is his total clarity, in the book and also on his website. He identifies the candles you need the most, shows you what they look like, applies them in real cases, and tells you the outcomes. Not only are the charts as clear as can be, so is his prose.

By Stephen W. Bigalow,

Why should I read it?

1 author picked Profitable Candlestick Trading as one of their favorite books, and they share why you should read it.

What is this book about?

The updated edition to one of the most popular books on technical analysis Japanese candlestick charting and analysis is one of the most profitable yet underutilized ways to trade the market. Signals created by this unique method of technical analysis-represented in the form of graphic "candlestick" formations-identify the immediate direction and effects of investor sentiment through price movements, allowing traders to profit by spotting trend reversals before other investors. This updated version of Profitable Candlestick Trading: Pinpointing Market Opportunities to Maximize Profits makes learning the method fast and easy by introducing specific patterns, as well as the psychology behind them.…


Book cover of Expectations Investing: Reading Stock Prices for Better Returns

Michael Samonas Author Of Financial Forecasting, Analysis and Modelling: A Framework for Long-Term Forecasting

From my list on financial modelling and valuation.

Why am I passionate about this?

I come from an engineering background and early in my career I discover financial modelling as I had to assess the viability of business plans. I deal with financial models the last 20 years of my professional carrier as a Group Financial Officer of SIDMA STEEL SA. Moreover, I am teaching financial modelling in the American College of Greece, Deree, at University of Nicosia in collaboration with Globaltraing and many other places abroad. I am a numbers person, and I am fascinated by financial modelling as it provides you a tool to support effective decision-making. 

Michael's book list on financial modelling and valuation

Michael Samonas Why did Michael love this book?

Again, this is the kind of book that demonstrates practically how to forecast financial performance of a company and then value it.

It goes a step further and, as the title proclaims, the authors try to reverse engineer a price of a stock and match investors’ expectations with specific assumptions of the model. One of these assumptions is the growth period. This contrasts with the conventional practice of discounting a fixed growth period of five or ten years.

The book provides Excel models, backed up by the proper math, that are very helpful in deconstructing a share price to model assumptions and see if they are plausible or not.

By Michael J. Mauboussin, Alfred Rappaport,

Why should I read it?

1 author picked Expectations Investing as one of their favorite books, and they share why you should read it.

What is this book about?

Most investment books try to assess the attractiveness of a stock price by estimating the value of the company. Expectations Investing provides a powerful and insightful alternative to identifying gaps between price and value.

Michael J. Mauboussin and Alfred Rappaport suggest that an investor start with a known quantity, the stock price, and ask what it implies for future financial results. After showing how to read expectations, Mauboussin and Rappaport provide a guide to rigorous strategic and financial analysis to help investors assess the likelihood of revisions to these expectations. Their framework traces value creation from the triggers that shape…


Book cover of Value First, Then Price: Building Value-Based Pricing Strategies

Kate Vitasek Author Of Strategic Sourcing in the New Economy: Harnessing the Potential of Sourcing Business Models for Modern Procurement

From my list on strategic sourcing.

Why am I passionate about this?

I am an international authority for my award-winning research on the Vested® business model for highly collaborative relationships. I began my research in 2003 by studying what makes the difference in successful strategic business deals. My day job is the lead faculty and researcher for the University of Tennessee’s Certified Deal Architect program; my passion is helping organizations and individuals learn the art, science, and practice of crafting highly collaborative win-win strategic business relationships. My work has led to seven books and three Harvard Business Review articles and I’ve shared my advice on CNN International, Bloomberg, NPR, and Fox Business News.

Kate's book list on strategic sourcing

Kate Vitasek Why did Kate love this book?

I love how this book challenges strategic sourcing leaders to think of procurement as an enabler to create value for their organizations. This book notes one of the big lessons in modern procurement is that cost does not equal value. The book does a good job of articulating how a price-focused mindset limits the ability of suppliers to create value beyond standardized offerings. The editors have also recruited some of the world’s best thought leaders who share their insights in various chapters on how to make the shift from price to value, including providing wonderful examples of how to put value-based thinking into practice. 

By Andreas Hinterhuber (editor), Todd C. Snelgrove (editor),

Why should I read it?

1 author picked Value First, Then Price as one of their favorite books, and they share why you should read it.

What is this book about?

Value-based pricing - pricing a product or service according to its value to the customer rather than its cost - is the most effective and profitable pricing strategy. Value First, Then Price is an innovative collection that proposes a quantitative methodology to value pricing and road-tests this methodology through a wide variety of real-life industrial and B2B cases.

This book offers a state-of-the art and best practice overview of how leading companies quantify and document value to customers. In doing so, it provides students and researchers with a method by which to draw invaluable data-driven conclusions, and gives sales and…


Book cover of Getting Price Right: The Behavioral Economics of Profitable Pricing

Jeet Mukherjee Author Of Pricing with Confidence: Ten Rules for Increasing Profits and Staying Ahead of Inflation

From my list on make an impact in your organization through pricing.

Why am I passionate about this?

I’ve been working in value-based pricing for over 20 years and I’ve seen firsthand how it can transform a company’s profits when done right and executed properly through sales. While the specific strategies and tactics vary across industries, company size, and product offerings, many of the foundations and logic behind those strategies can be learned, and must be understood in order to grow a company’s revenue and profit growth in today’s markets. I’d love to connect about any of these topics – feel free to reach out on LinkedIn!

Jeet's book list on make an impact in your organization through pricing

Jeet Mukherjee Why did Jeet love this book?

This book takes a deeper look into the psychology of choices and pricing.

It helps provide more context and understanding around some familiar tactics and what drives buyer’s decisions. While price setting can be a technical activity, leaders need to understand the softer/behavioral skills to sell that price both internally and externally. Both components are important in order to get your pricing right.

By Gerald Smith,

Why should I read it?

1 author picked Getting Price Right as one of their favorite books, and they share why you should read it.

What is this book about?

Winner, 2022 Leonard L. Berry Marketing Book Award, American Marketing Association

How do leaders, managers, and proprietors go about the essential task of setting prices? What biases enter into this process, and why? How can a business debias its price setting to become more productive, strategic, and profitable?

Combining perceptive insights from behavioral economics with leading-edge ideas on price management, this book offers a new approach to pricing. Gerald Smith demonstrates why understanding, reframing, and refining everyday pricing processes-a firm's or manager's pricing orientation-results in a better long-term pricing strategy. He explores how pricing actually happens in practice and shows…


Book cover of The Truth About the Drug Companies: How They Deceive Us and What to Do About It

Peter A. Swenson Author Of Disorder: A History of Reform, Reaction, and Money in American Medicine

From my list on the entanglement of medicine, politics, and pharmaceuticals.

Why am I passionate about this?

In my younger days, as the son of a medical professor and a public health nurse, I was more interested in healing society than patients. But my political interests and research agenda as a professor of political science ultimately led back to medicine. I found that profit-maximizing market competition in health care failed miserably to promote value in therapeutics and economize on society’s scarce resources. I became aware of the neglect of public health to prevent disease for vulnerable groups in society and save money as well as lives. Pervasive and enduring economic conflicts of interest in the medical-industrial complex bear primary responsibility for severe deficits in quality, equality, and economy in American health care.

Peter's book list on the entanglement of medicine, politics, and pharmaceuticals

Peter A. Swenson Why did Peter love this book?

I find Angell’s The Truth About the Drug Companies extremely valuable for teaching students about how the pharmaceutical industry translates high profits into power resources to protect and increase those profits over time.

The former New England Journal of Medicine editor exposed how drug companies enlist politicians, the FDA, and medical academia for their cause. And armies of lawyers to extend monopoly marketing rights for years.

It was my first introduction to how they spend more on marketing than research, much of that on “copy-cat” drugs of dubious superiority to ones with expired patents.

As a tax (and high drug price) payer, I was disturbed to learn how they use government funds for basic research and then rig and spin their reporting of clinical studies to inflate their products’ therapeutic value and underplay their risks. 

By Marcia Angell,

Why should I read it?

1 author picked The Truth About the Drug Companies as one of their favorite books, and they share why you should read it.

What is this book about?

During her two decades at The New England Journal of Medicine, Dr. Marcia Angell had a front-row seat on the appalling spectacle of the pharmaceutical industry. She watched drug companies stray from their original mission of discovering and manufacturing useful drugs and instead become vast marketing machines with unprecedented control over their own fortunes. She saw them gain nearly limitless influence over medical research, education, and how doctors do their jobs. She sympathized as the American public, particularly the elderly, struggled and increasingly failed to meet spiraling prescription drug prices. Now, in this bold, hard-hitting new book, Dr. Angell exposes…


Book cover of The Money Illusion

Helena Chytilová Author Of Economic Literacy and Money Illusion: An Experimental Perspective

From my list on economic reads about money illusion.

Why am I passionate about this?

I am associate professor at Prague University of Economics and Business. My passion is to discover blank spaces in the economy, for which standard mainstream economic models have not provided answers yet. I was usually fascinated by biased behavior of individuals, which might lead to substantial implications at aggregate level. This has led me to narrow my focus on behavioral macroeconomics with special emphasis on monetary theory and policy, vibrant field with a great potential. After all, experimental economics seems to be a wonderful tool to examine phenomena, which is hard to grasp or for which there is no available data, such as money illusion, coordination failure, bank runs or Modigliani-Cohn hypothesis. 

Helena's book list on economic reads about money illusion

Helena Chytilová Why did Helena love this book?

Similarly, like John Maynard Keynes is considered to be “father of macroeconomics”, Irving Fisher is considered to be “father of money illusion”, which is a failure to perceive that the dollar expands or shrinks in value.

Although this book is older, it is highly topical for me, because of the rapid development of behavioral macroeconomics, which brings back attention to the resurrected concept of money illusion.

Fisher remarkably demonstrates, with the help of illustrative examples, direct harm which might be experienced in real life by people who suffer from money illusion in financial markets or labor markets. Fisher uses persuasive case studies based on his own observations. 

He also utilizes money illusion and its indirect harms in order to explain the nature of the business cycle, in which case money is not neutral in the short run.

By Irving Fisher,

Why should I read it?

1 author picked The Money Illusion as one of their favorite books, and they share why you should read it.

What is this book about?

2011 reprint of 1928 edition. Full facsimile of the original edition, not reproduced with Optical Recognition Software. In economics, money illusion refers to the tendency of people to think of currency in nominal, rather than real, terms. This is a fallacy as modern fiat currencies have no inherent value and their real value is derived from their ability to be exchanged for goods and used for payment of taxes. The term was coined by John Maynard Keynes in the early twentieth century, and Irving Fisher 1928 book, The Money Illusion, is one of the most important works on the subject.


Book cover of Option Trading: Pricing and Volatility Strategies and Techniques

Ernest P. Chan Author Of Quantitative Trading: How to Build Your Own Algorithmic Trading Business

From my list on quantitative trading for beginners.

Why am I passionate about this?

A noted quantitative hedge fund manager and quant finance author, Ernie is the founder of QTS Capital Management and Predictnow.ai. Previously he has applied his expertise in machine learning at IBM T.J. Watson Research Center’s Human Language Technologies group, at Morgan Stanley’s Data Mining and Artificial Intelligence Group, and at Credit Suisse’s Horizon Trading Group. Ernie was quoted by Bloomberg, the Wall Street Journal, New York Times, Forbes, and the CIO magazine, and interviewed on CNBC’s Closing Bell program. He is an adjunct faculty at Northwestern University’s Master’s in Data Science program and supervises student theses there. Ernie holds a Ph.D. in theoretical physics from Cornell University.

Ernest's book list on quantitative trading for beginners

Ernest P. Chan Why did Ernest love this book?

Disclaimer: I like Euan’s books not because he is a friend and has endorsed my books. Long before we became friends, I have bought his book, and said to myself “Wow! This is the first book about options trading that is not just a bunch of trite statements about payouts from various straddles and spreads positions!” It talks about some unique arbitrage opportunities that only professionals knew about. On the other hand, the amount of mathematics is very manageable, and can largely be skipped without affecting the practical applications of the concepts. 

By Euan Sinclair,

Why should I read it?

1 author picked Option Trading as one of their favorite books, and they share why you should read it.

What is this book about?

An A to Z options trading guide for the new millennium and the new economy Written by professional trader and quantitative analyst Euan Sinclair, Option Trading is a comprehensive guide to this discipline covering everything from historical background, contract types, and market structure to volatility measurement, forecasting, and hedging techniques. This comprehensive guide presents the detail and practical information that professional option traders need, whether they're using options to hedge, manage money, arbitrage, or engage in structured finance deals. It contains information essential to anyone in this field, including option pricing and price forecasting, the Greeks, implied volatility, volatility measurement…


Book cover of The Complete Guide to Option Pricing Formulas

Alain Ruttiens Author Of Mathematics of the Financial Markets: Financial Instruments and Derivatives Modelling, Valuation and Risk Issues

From my list on quantitative finance applied to financial markets.

Why am I passionate about this?

Having a master's degree in chemical engineering, I wasn't destined to work in the area of quantitative finance… the reason why I professionally moved to this discipline aren't worth exposing, but as a matter of fact, I've been quickly fascinated by this science, and encountered some of my favorites, such as maths and statistics, as used in the traditional activity of an engineer. And I had many opportunities of combining the knowledge and practice of financial markets with pragmatism, typically of the engineer’s education, i.e. oriented toward problem solving. In addition, I've always loved teaching, and writing books on financial markets & instruments, hence the importance I'm giving to pedagogy in professional books.

Alain's book list on quantitative finance applied to financial markets

Alain Ruttiens Why did Alain love this book?

The valuation of options has been the subject of numerous studies, papers, and books.

The originality of this one is that it is collecting the resulting formulae to be used in practice, and for each of them, proposing related Excel spreadsheets, and VBA coding (also with a CD included). All types of options are covered, from “vanilla” to “exotics”, on every kind of underlyings (from traditional ones up to commodities and energy).

It also develops calculation methods for the options “greeks” and volatility. But the book is not only such a catalog of formulae, these are assorted by useful comments about the best way to apply them, and their validity limits. Not surprisingly, this book is qualified as the “bible” of options valuation.

By Espen Gaarder Haug,

Why should I read it?

1 author picked The Complete Guide to Option Pricing Formulas as one of their favorite books, and they share why you should read it.

What is this book about?

Long-established as a definitive resource by Wall Street professionals, The Complete Guide to Option Pricing Formulas has been revised and updated to reflect the realities of today's options markets. The Second Edition contains a complete listing of virtually every pricing formula_all presented in an easy-to-use dictionary format, with expert author commentary and ready-to-use programming code.

The Second Edition of this classic guide now includes more than 60 new option models and formulas...extensive tables providing an overview of all formulas...new examples and applications...and an updated CD containing all pricing formulas, with VBA code and ready-to-use Excel spreadsheets.

The volume also features…


Book cover of Trading Price Action Trends: Technical Analysis of Price Charts Bar by Bar for the Serious Trader

Rubén Villahermosa Author Of The Wyckoff Methodology in Depth

From my list on stock market price and volume analysis.

Why am I passionate about this?

I am Rubén Villahermosa, independent trader and author. My logical and rational mind led me to question the why of market movements, which allowed me to learn the principles of the Wyckoff method. I have deepened in the study of the interaction between supply and demand through high-level Technical Analysis tools such as Wyckoff, VSA, Price Action, Volume Profile, and Order Flow; knowledge that I share through my books from principles of honesty, transparency, and responsibility.

Rubén's book list on stock market price and volume analysis

Rubén Villahermosa Why did Rubén love this book?

Al Brooks is the most influential author on the pure study of price action. His trilogy is the bible for understanding the messages conveyed by individual candlesticks and price behavior as a whole.

The book teaches us how the market moves and provides clear ideas for taking advantage of different contexts: trends, ranges, and reversals.

By Al Brooks,

Why should I read it?

1 author picked Trading Price Action Trends as one of their favorite books, and they share why you should read it.

What is this book about?

A practical guide to profiting from institutional trading trends The key to being a successful trader is finding a system that works and sticking with it. Author Al Brooks has done just that. By simplifying his trading system and trading only 5-minute price charts he's found a way to capture profits regardless of market direction or economic climate. His first book, Reading Price Charts Bar by Bar, offered an informative examination of his system, but it didn't allow him to get into the real nuts and bolts of the approach. Now, with this new series of books, Brooks takes you…


Book cover of Candlestick Charting for Dummies

Ann C. Logue Author Of Day Trading for Dummies

From my list on for beginning traders.

Why am I passionate about this?

I’ve always been fascinated with money and investing. Trading is but one segment of the market, but it’s one that creates a lot of drama and excitement that draws people in—and that creates great stories. I also want people to do their research before they trade, because so many people lose money. Preparation, discipline, and strategy improve the odds of success. I’m a long-time financial author and consulting analyst. I have an MBA and am a CFA charter holder, the whole bit, and want to make financial information more accessible. There are a lot of people with a vested interest in making things more complicated than they need to be.

Ann's book list on for beginning traders

Ann C. Logue Why did Ann love this book?

Great trades come from market analysis, not hot tips on Reddit. Candlestick charts contain an enormous amount of information about market trends and activity. Learning charting takes some time, and this book is a great start. Whatever system you decide to follow, make notes of your trades. Plan them out, then note what worked and what didn’t. 

By Russell Rhoads,

Why should I read it?

1 author picked Candlestick Charting for Dummies as one of their favorite books, and they share why you should read it.

What is this book about?

Want to gain a trading edge with candlestick charts? Find them a little confusing? No worries! Candlestick Charting For Dummies sheds light on this time-tested method for finding the perfect moment to buy or sell. It demystifies technical and chart analysis and gives you the tools you need to identify trading patterns - and pounce! This friendly, practical, guide explains candlestick charting and technical analysis in plain English. In no time, you'll be working with common candlestick patterns, analyzing trading patterns, predicting market behavior, and making your smartest trades ever. You'll discover the advantages candlestick has over other charting methods…