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For Pricing Strategy or Pricing and Product Policy courses in MBA and/or advanced undergraduate marketing courses The Strategy and Tactics of Pricing provides a comprehensive, practical, step-by-step guide to pricing analysis and strategy development.
- Sales Rank: #135382 in Books
- Published on: 2005-12-14
- Original language: English
- Number of items: 1
- Dimensions: 9.26" h x .83" w x 6.22" l, 1.29 pounds
- Binding: Paperback
- 368 pages
Review
“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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Most helpful customer reviews
4 of 4 people found the following review helpful.
This book shows how pricing decisions should be made
By Marian B. Wood
Exhibit 1-3 on page 9 of this new edition identifies three guiding principles of strategic pricing: (1) it must be value-based, which puts customers' perceptions at the heart of the process; (2) it must be profit-driven, a vital element for any business; and (3) it must be proactive--meaning marketers should not simply react to competitors' pricing moves.
As simple as this may sound, it's actually tricky to accomplish all three unless you follow the principles in this compact but detailed text.
If you need to know how to calculate breakeven sales volumes, cost factors, and channel pricing, this is the book for you. Exhibit 7-1 (on page 126) is particularly helpful for determining how to manage the price-setting process. I recommend this text for any executive who wants to avoid the "throw a dart" method of pricing.
3 of 3 people found the following review helpful.
Good reference, but only need to read the first few chapters
By E. Anderson
The author does a good job of establishing a framework for thinking about pricing in the first chapter of the book, then expands on that framework over the first few chapters. Like most business books, however, the deeper into the book you get the less valuable it becomes. Definitely worth buying, but you'll get 90% of the value from the first few chapters
3 of 3 people found the following review helpful.
Great reference on value-based. Wish it had more on setting initial price.
By Don V
I updated from the 2nd edition I bought years ago. I'm glad to see the focus on value-based pricing. I was a little disappointed that it gets a bit repetitive on calculating price changes and it would be useful to see more examples on calculating the initial price when you really don't have much data to go on.
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