Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (College Version) (2nd Edition)

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.

Practical in focus and lively in style, this book provides a comprehensive, managerially-focused guide to formulating pricing strategy. Explains ideas and concepts that are essential to integrate pricing successfully into marketing strategy and that should be part of every marketer's repertoire. It emphasizes the actual process of making pricing decisions. It develops a procedure for pricing that is consistent with the economics, but also incorporates the psychological aspects of price sensitivity and the recognition that managers must make decisions with incomplete information. For readers interested in pricing strategy or managerial economics.