The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making / Edition 2

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Overview

This entire book is a practical guide loaded with topical examples. As in the first edition, The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making, Second Edition shows how sound analysis could have prevented some well-known pricing failures and, in other cases, has pointed the way to profitable successes! Nagle and Holden offer a conceptual approach that helps readers learn how to THINK about pricing, and include step-by-step formulas and procedures that show readers HOW to analyze a pricing problem and formulate a pricing strategy. A sampling of topics includes advice on how to understand how costs affect your pricing and profits, integrate costs with market-based pricing, integrate the elements of profitability, capture full value through price segmentation, adapt strategy in a changing life-cycle environment, develop models to aid in anticipating purchase behavior, and determine the constraints on profit maximization.

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.

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Product Details

  • ISBN-13: 9780136690603
  • Publisher: Prentice Hall Professional Technical Reference
  • Publication date: 5/13/1994
  • Edition description: Older Edition
  • Edition number: 2
  • Pages: 400
  • Product dimensions: 6.03 (w) x 8.99 (h) x 0.67 (d)

Table of Contents

Preface
Acknowledgments
Ch. 1 Strategic Pricing: The harvest of your profit potential 1
Ch. 2 Costs: How should they affect pricing decisions? 17
Ch. 3 Financial Analysis: Market-based pricing for profit 36
Ch. 4 Customers: Understanding and influencing the purchase decision 72
Ch. 5 Competition: Managing your market proactively 115
Ch. 6 Strategy: Integrating the elements of profitable pricing 141
Ch. 7 Life Cycle Pricing: Adapting strategy in a changing environment 167
Ch. 8 Customer Negotiation: Pricing in the trenches 189
Ch. 9 Segmented Pricing: Tactics for separating markets 210
Ch. 10 Pricing in the Marketing Mix: Developing an integrated strategy 235
Ch. 11 Competitive Advantages: Establishing foundations for more profitable pricing 269
Ch. 12 Pricing Psychology: Models of purchase behavior 298
Ch. 13 Measuring Price Sensitivity: Research techniques to supplement judgment 323
Ch. 14 The Law and Ethics: Determining the constraints on pricing 360
Indexes 399
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