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The Strategy and Tactics of Pricing: A Guide to Growing More Profitably, by Thomas Nagle, John Hogan, Joseph Zale
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For undergraduate introduction to Market Pricing courses.
A comprehensive and practical, step-by-step guide to pricing analysis and strategy development.
The Strategy and Tactics of Pricing shows readers how to manage markets strategically―rather than simply calculate pricing based on product and profit―in order to improve their competitiveness and the profitability of their offers.
The fifth edition contains a new chapter on price implementation and several updated examples on pricing challenges in today’s markets.
Features:
NEW! Show students how proper pricing can increase profitability―New Chapter on Price Implementation.
A completely new chapter on implementing pricing strategy identifies the challenges involved in embedding strategic pricing principles within an organization. This chapter also describes how managers can lead a structured change process to build a more profitable commercial organization.
NEW! Offer access to pricing software―Three-Month Trial of LeveragePoint Software.
This edition is now available with software for creating and communicating economic value estimations systematically―from LeveragePoint Innovations Inc. While versions of this software that enable sharing require corporate contracts for access, versions for individual student and practitioner use are available without charge for three months with the purchase of The Strategy and Tactics of Pricing.�
NEW! Make pricing theory relative―Updated Examples of Pricing.
Helping connect pricing theory to what students are familiar with, this edition includes updated examples with more topical illustrations of current pricing challenges such as:
•��� iPhone pricing
•��� New models for pricing music
•��� Services pricing
NEW! Present the latest information―Heavily Revised Chapters.
The revised chapter on Pricing Policy provides a theoretically-grounded framework to describe specific policies for managing price changes for situations such as:
-Cost-based price increases
-Price reductions in a recession
-Discounts
The chapter on Value Creation now addresses the difference between how to consider value when it is driven by tangible monetary drivers (saving money on gas) versus the more subjective psychological drivers (doing the right thing for the environment).
The chapter on Value and Price Communication has been substantially revised to describe how to communicate value in a wide variety of product and customer contexts. This chapter also demonstrates how to target communications to affect specific behaviors throughout the customer’s buying process.
The chapter on Price Setting has been expanded to provide a robust process for setting prices that can be widely applied to consumer and business markets.
- Sales Rank: #50730 in Books
- Published on: 2016-04-18
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x 1.10" w x 6.70" l, 1.25 pounds
- Binding: Hardcover
- 352 pages
From the Back Cover
KEY BENEFIT:The Strategy and Tactics of Pricingshows readers how to manage markets strategically—rather than simply calculate pricing based on product and profit—in order to improve their competitiveness and the profitability of their offers.
KEY TOPICS: Strategic Pricing; Value Creation; Price Structure; Price and Value Communication; Pricing Policy; Price Level; Pricing Over the Product Life Cycle; Pricing Strategy Implementation; Costs; Financial Analysis; Competition; Measurement of Price Sensitivity; Ethics and the Law
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MARKET: For those interested in learning about market pricing.
�
Most helpful customer reviews
0 of 0 people found the following review helpful.
good book
By armyminusr
good book. I used it for my pricing class while getting my master's degree
24 of 26 people found the following review helpful.
This book is the real deal on pricing, pricing strategy, and tactics
By Lincoln Park, Chicago
This is the "real deal" book on pricing strategy and the actual tactics used with great examples. Gets you to think outside traditional thought lines and use pricing to deliver value.
This is techincally a college textbook inteneded for upper level undergraduate or MBA level classes, but it reads like a consumer title. Because it's a textbook, you'll see that it's 5th edition, and revised every couple years. As we all know, textbooks change very little from edition to edition. Save yourself money and buy the previous edition, new or used its about 50% or 75% off the price.
36 of 43 people found the following review helpful.
Value Pricing & Customer Value Management Can Transform Business
By Steven Forth
Disclosure - I worked with Tom Nagle, John Hogan and Joe Zale at Monitor Group and continue to work with them at LeveragePoint, where we are coding many of their ideas into software tools, so my review may be a bit biased.
This is a major update of the classic book on strategic pricing, a book that introduced many of us to the field and that taught us how to think about customer value and how it relates to price. In my case, this book also helped me to sharpen my understanding of pricing, segmentation and bundling and changed how I thought about sunk costs and pricing. If I had read this book ten years ago I would be a wealthier person today.
What's New in the Fifth Edition?
A completely new chapter on "Pricing Strategy Implementation" identifies the challenges involved in embedding strategic pricing principles within an organization and describes how managers can lead a structured change process to build a commercial organization more consistently focused on value creation, for the firm and its customers
The revised chapter on "Pricing Policy" provides a theoretically grounded framework to describe specific policies for managing price changes for a variety of situations including raw material cost increases, demand recessions, and new product launches.
The chapter on "Value Creation" for the first time addresses explicitly how to deal with value differently when it is driven by subjective psychological drivers (such as doing the right thing for the environment) rather than by tangible monetary drivers (for example, saves money on fuel).
The chapter on "Value and Price Communication" has been substantially revised to describe how to communicate value in a wide variety of product and customer contexts. It demonstrates how to target communications to affect specific behaviors throughout the customer's buying process.
The chapter on "Price Setting" has been expanded to provide a robust process for setting prices that can be widely applied both to consumer and business markets.
Throughout the book, we have updated examples with more topical illustrations of current pricing challenges (such as iPhone pricing, new models for pricing music, and services pricing).
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