The strategy and tactics of pricing: A guide to profitable decision making: Thomas T. Nagle and Reed K. Holden, Prentice Hall (1995), 409 pp., £19.95

Abstract

This volume is designed for MBA or advanced undergraduate courses in pricing strategy or pricing and product policy. Practical in focus and lively in style, the book provides a comprehensive, managerially-focused, integrated, step-by-step guide to pricing analysis and strategy development. New to this third edition are: an updated, practical guide to legal limitations on pricing; a chapter on pricing in and through channels of distribution; an expanded and revised chapter on managing value perceptions and price expectations; and more examples particularly relating to e-commerce. A comprehensive, managerially-focused guide to formulating pricing strategy. Practical in focus and lively in style, this volume explains ideas and concepts that are essential to integrate pricing successfully into marketing strategy and that should be a part of every marketer's repertoire. Features numerous walk-through examples, illustrating how companies successfully implement pricing strategies. Contents: Ch. 1. Strategic planning : the Harvest of your potential Ch. 2. Costs : how should they affect pricing decisions? Ch. 3. Financial analysis : pricing for profit Ch. 4. Customers : understanding and influencing the purchase decision Ch. 5. Competition : managing conflict thoughtfully Ch. 6. Pricing strategy : managing your market proactively Ch. 7. Life cycle pricing : adapting strategy in a changing environment Ch. 8. Value-based sales and negotiation : influencing customer behavior Ch. 9. Segment pricing ; tactics for separating markets Ch. 10. Pricing in the marketing mix : developing an integrated strategy Ch. 11. Channel strategy : price management Ch. 12. Competitive advantages : establishing foundations for more profitable pricing Ch. 13. Measuring perceived value and prices sensitivity : research techniques to supplement judgement Ch. 14. Ethics and the law : understanding the constraints on pricing.