The Strategy and Tactics of Pricing 5th Edition by Thomas Nagle, John Hogan, Joseph Zale ISBN 0136106811 9780136106814

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Product details:

ISBN 10: 0136106811
ISBN 13: 9780136106814
Author: Thomas Nagle, John Hogan, Joseph Zale 

For undergraduate introduction to Market Pricing courses.

A comprehensive and practical, step-by-step guide to pricing analysis and strategy development.

The Strategy and Tactics of Pricing shows readers how to manage markets strategically―rather than simply calculate pricing based on product and profit―in order to improve their competitiveness and the profitability of their offers.

The fifth edition contains a new chapter on price implementation and several updated examples on pricing challenges in today’s markets.

The Strategy and Tactics of Pricing 5th Table of contents:

PART I: FOUNDATIONS OF PRICING STRATEGY

• Chapter 1: Introduction to Pricing Strategy

  • The importance of pricing as a strategic tool
  • Key concepts and the role of pricing in achieving business objectives
  • Overview of pricing frameworks and the pricing process

• Chapter 2: Price and Value

  • Understanding customer value perception
  • The relationship between price and perceived value
  • How businesses can align pricing strategies with customer value

• Chapter 3: The Economic Foundations of Pricing

  • Basic economic principles that influence pricing decisions
  • Demand elasticity, cost structures, and pricing power
  • The role of competition in pricing

PART II: STRATEGIC PRICING DECISIONS

• Chapter 4: Segmentation, Targeting, and Positioning

  • The importance of market segmentation in pricing decisions
  • How to target different customer segments with differentiated pricing
  • Positioning your product through pricing

• Chapter 5: Pricing for New Products

  • Strategies for pricing new products and services
  • Skimming vs. penetration pricing
  • The role of pricing in product lifecycle management

• Chapter 6: Pricing in Competitive Markets

  • How competition affects pricing decisions
  • Pricing strategies in oligopolistic and monopolistic markets
  • Understanding price wars, collusion, and competitive pricing tactics

PART III: TACTICAL PRICING DECISIONS

• Chapter 7: Setting Prices in Different Contexts

  • How to set prices for different product types (e.g., tangible goods, services, digital products)
  • Pricing for one-time vs. recurring sales models
  • Customizing pricing to fit the context (B2B vs. B2C)

• Chapter 8: The Role of Discounts and Allowances

  • The psychology behind discounting
  • How to structure discount policies to increase sales while maintaining profitability
  • The role of rebates, coupons, and promotional pricing

• Chapter 9: Price Optimization

  • Techniques for price optimization
  • Using data analytics to determine the optimal price point
  • Dynamic pricing and real-time price adjustments

PART IV: THE PSYCHOLOGY OF PRICING

• Chapter 10: Price Sensitivity and Perceived Value

  • How to measure and understand price sensitivity
  • The impact of customer perceptions on pricing strategy
  • Psychological pricing techniques (e.g., charm pricing, bundling)

• Chapter 11: Price Communication

  • How to effectively communicate price to customers
  • Strategies for making the price seem fair and justifiable
  • The role of transparency and pricing communication in customer loyalty

PART V: ADVANCED TOPICS IN PRICING

• Chapter 12: Pricing for Global Markets

  • Adapting pricing strategies for international markets
  • Considerations for currency fluctuations, local economic conditions, and consumer behavior
  • Global pricing models (e.g., market-based, cost-based)

• Chapter 13: Legal and Ethical Aspects of Pricing

  • Understanding pricing regulations and anti-trust laws
  • Ethical considerations in pricing, such as price gouging and price discrimination
  • Best practices for maintaining compliance while optimizing pricing

• Chapter 14: Implementing and Managing Pricing Strategies

  • Steps for implementing a pricing strategy across an organization
  • The role of cross-functional teams in pricing decisions
  • Tools and technologies for managing pricing (e.g., pricing software, ERP systems)

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