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.

This third edition of the largest-selling book on pricing in both the academic and professional markets offers a practical and readable manager's guide to pricing. 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. The authors are consultants and seminar leaders in business.
Annotation c. Book News, Inc., Portland, OR (booknews.com)

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“The concepts espoused in this book taught us to focus on how we deliver superior value to our customers, and thereby enabled pricing strategies that have driven both our growth and profitability.”

Scott Heekin-Canedy

President and General Manager

The New York Times

 

“…a roadmap to profitable growth, this book helps you put the theories into

practice and deliver measurable results.”

Mark A. Kopelman

Vice President, Strategy and Marketing

RR Donnelley

 

“Concepts described in this book were instrumental in helping us align our offerings with the value they provide to our customers.”

Keith Bradley, President

Ingram Micro, North America

 

“Most executives name pricing as their major challenge and major weakness.  This book is an answer.  It is full of new ideas and insights.”

Philip Kotler

Northwestern University

 

“For nearly two decades, this book has been the most influential and highly regarded reference among pricing professionals.”

Eric Mitchell, President

The Professional Pricing Society

 

 

 

 

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"The best book ever written about pricing is The Strategy and Tactics of Pricing by Tom Nagle and Reed Holden--these guys know their stuff and it works!" — Guy Kawasaki, CEO, "Garage Technology Ventures"

"For more than a decade, this book has been the most influential and highly regarded reference among pricing professionals." — Eric G. Mitchell, President, "The Professional Pricing Society"

"Most executives name pricing as their major challenge and major weakness. This book is an answer. It is full of new ideas arid insights." — Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, "Northwestern University"

"An investment in Tom and Reed's book will give you the highest return you've ever had. It's an investment you can't afford not to make." — Dan Nimer, President, "DNA Group"

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Chapter 1            Tactical Pricing

 

Chapter 2            Pricing Strategy

 

Chapter 3            Value Creation

 

Chapter 4            Price Structure

 

Chapter 5            Price and Value Communication

 

Chapter 6            Pricing Policy

 

Chapter 7            Price Level

 

Chapter 8            Costs

 

Chapter 9            Financial Analysis

 

Chapter 10          Competition

 

Chapter 11          Channels of Distribution

 

Chapter 12          Pricing Over the Product Life Cycle

 

Chapter 13          Price and Value Measurement

 

Chapter 14          Ethics and the Law\n

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