The strategy and tactics of pricing : a guide to profitable decision making
著者
書誌事項
The strategy and tactics of pricing : a guide to profitable decision making
（The Prentice-Hall international series in marketing）
Prentice Hall, c2002
3rd ed
- : international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
- 巻冊次
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ISBN 9780130262486
内容説明
Practical in focus and lively in style, this book provides a comprehensive, managerially-focused, integrated, step-by-step guide to pricing analysis and strategy development. Numerous walk-through examples show how companies successfully or unsuccessfully implement pricing strategies. Strategic Pricing; Costs; Financial analysis; Customers; Competition; Price-center strategy; Life Cycle Pricing; Managing Value Perceptions; Segmented Pricing; Pricing in and through Distribution Channels; Competitive Advantages; Customer Research for Pricing; The Law and Ethics. For Marketing Managers, Product Managers, Managers of Pricing, Managers of Strategic Planning.
目次
1. Strategic Pricing: The Key to Realizing Your Profit Potential.
2. Costs: How Should They Affect Your Pricing Decisions?
3. Financial Analysis: Pricing for Profit.
4. Customers: Understanding and Influencing the Purchase Decision.
5. Competition: Making Moves and Managing Expectations.
6. Pricing Strategy: Managing Your Market Proactively.
7. Life Cycle Pricing: Adapting Strategy in a Changing Environment.
8. Value-Based Sales and Negotiation: Influencing Customer Behavior.
9. Segmented Pricing: Separating Markets to Price on Value.
10. Pricing in the Marketing Mix: Integrating Strategy.
11. Channel Pricing: Managing Pricing through Intermediaries.
12. Competitive Advantages: Establishing Foundations for More Profitable Pricing.
13. Customer Research: Measuring Perceptions of Value and Price Sensitivity.
14. Ethics and the Law: Understanding the Constraints on Pricing.
- 巻冊次
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: international ed ISBN 9780131227538
内容説明
"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
目次
1. Strategic Pricing: The Key to Realizing Your Profit Potential.
2. Costs: How Should They Affect Your Pricing Decisions?
3. Financial Analysis: Pricing for Profit.
4. Customers: Understanding and Influencing the Purchase Decision.
5. Competition: Making Moves and Managing Expectations.
6. Pricing Strategy: Managing Your Market Proactively.
7. Life Cycle Pricing: Adapting Strategy in a Changing Environment.
8. Value-Based Sales and Negotiation: Influencing Customer Behavior.
9. Segmented Pricing: Separating Markets to Price on Value.
10. Pricing in the Marketing Mix: Integrating Strategy.
11. Channel Pricing: Managing Pricing through Intermediaries.
12. Competitive Advantages: Establishing Foundations for More Profitable Pricing.
13. Customer Research: Measuring Perceptions of Value and Price Sensitivity.
14. Ethics and the Law: Understanding the Constraints on Pricing.
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