The strategy and tactics of pricing : a guide to growing more profitability
Author(s)
Bibliographic Information
The strategy and tactics of pricing : a guide to growing more profitability
Routledge, 2018
6th ed
- : pbk
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
Strategic Pricing
Economic Value
Price and Value Communication
Price Structure
Pricing Policy
Price Level
Price Competition
Measurement of Price Sensitivity
Financial Analysis
Specialized Strategies
Creating a Strategic Pricing Capability
Ethics and the Law
by "Nielsen BookData"
