The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition)
by Thomas T. Nagle, Reed K. Holden
Category: Business & Economics

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. Some subjects discussed include costs and their effects on pricing decisions, financial analysis, influencing the purchase decision, and life cycle pricing. Other topics include value-based sales and negotiation, segmented pricing, pricing in the marketing mix, channel strategy, measuring perceived value and price sensitivity, and ethical and legal constraints on pricing. There is an expanded and revised chapter on managing value perceptions and price expectations; and more examples particularly relating to e-commerce.