The article "Practical Pricing: Translating Pricing Theory into Sustainable Profit Improvement" discusses the importance of pricing strategies for companies to increase profits. It covers various pricing strategies like penetration pricing, value pricing, and cost-plus pricing. The article also emphasizes the need for aligning pricing goals with business objectives and implementing effective pricing tactics. Additionally, it highlights the significance of pricing training, technology-enabled pricing, and post-audit analysis for successful pricing implementation.