عنوان

The strategy and tactics of pricing :

1351733710

9781351733717

113873750X

1138737518

9781138737501

9781138737518

The strategy and tactics of pricing :

[Book]

a guide to growing more profitably /

Thomas T. Nagle, Georg Müller.

Sixth edition.

Abingdon, Oxon :

Routledge,

2018.

1 online resource

Includes bibliographical references and index.

Chapter 1. Strategic pricing: coordinating the drivers of profitability -- Chapter 2. Economic value: the guiding force of pricing strategy -- Chapter 3. Price and value communication: strategies to influence willingness-to-pay -- Chapter 4. Price structure: tactics for pricing differently across customer segments -- Chapter 5. Pricing policy: influencing customer expectations and purchase behaviors -- Chapter 6. Price level: setting prices that capture a share of the value created -- Chapter 7. Price competition: managing conflict thoughtfully -- Chapter 8. Measurement of price sensitivity: research techniques to supplement judgment -- Chapter 9. Financial analysis: analyzing costs and profits for pricing -- Chapter 10. Specialized strategies: adapting to pricing to accommodate common challenges -- Chapter 11. Creating strategic pricing capability: assembling talent, processes, and data to build competitive advantage -- Chapter 12. Ethics and the law: understanding the constraints on pricing.

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The Strategy and tactics of pricing explains how to manage markets strategically and how to grow more profitably. Rather than calculating prices to cover costs or achieve sales goals, students will learn to make strategic pricing decisions that proactively manage customer perceptions of value, motivate purchasing decisions, and shift demand curves. This edition features a new discussion on harnessing concepts from behavioral economics as well as a more streamlined "value cascade" structure to the topics. Readers will also benefit from: Major revisions to almost half of the chapters, including an expanded discussion of big data analytics and a revised chapter on "Specialized Strategies", which addresses timely technical issues like foreign exchange risks, reactions to market slumps, and managing transfer prices between independent profit centers. A completely rewritten chapter on "Creating a Strategic Pricing Capability", which shows readers how to implement the principles of value-based, strategic pricing successfully in their organizations. In-chapter textboxes, updated to provide walk-through examples of current pricing challenges, revenue models enabled by an increasingly digital economy, and advances in buyer decision-making, explained through classic principles that still apply today. Chapter summaries and visual aids, which help readers grasp the theoretical frameworks and actionable principles of pricing analysis. This comprehensive, managerially-focused text is a must-read for students and professionals with an interest in strategic marketing and pricing. A companion website features PowerPoint slides and an instructor's manual, including exercises, mini-cases, and examination questions.

9781138737518

Marketing-- Decision making.

Pricing.

BUSINESS & ECONOMICS-- Industrial Management.

BUSINESS & ECONOMICS-- Management Science.

BUSINESS & ECONOMICS-- Management.

BUSINESS & ECONOMICS-- Organizational Behavior.

Marketing-- Decision making.

Pricing.

BUS-- 041000

BUS-- 042000

BUS-- 082000

BUS-- 085000

Nagle, Thomas T.,1951-

Müller, Georg.

20200822164247.0

pn

[Book]

Y