The Strategy and Tactics of Pricing

Nagle, Thomas T.; Holden, Reed K.
January 2002
Strategy & Tactics of Pricing - Business Book Summaries;2002, Vol. 1 Issue 1, p1
Book Summary
Book Summary
According to Nagle and Holden, now that marketing professionals have mastered the techniques of creating value, they are looking to learn how to capture value. In light of this goal, they are abandoning traditional reactive pricing tactics and turning to proactive pricing strategies. Given this new reality, the authors once again provide practical, accessible, and relevant information (this is the third edition of their popular reference) so that when that moment of truth arrives, marketing knows how to proceed. Thus, this work stands as an integrated, step-by-step guide to developing and implementing pricing strategy-the definitive guide to pricing as a business strategy that &x201c; tutors&x201d; marketing managers (and business students) comprehensively and clearly on the practical aspects of &x201c; establishing cross-functional objectives and synergistic goals to create an organization that can profitably produce and capture value. &x201d; The primary goal is to help managers see the weak spots in their current pricing strategy by addressing some fundamental issues: the sales changes needed in order to profit from a price change, the implementation of a marketing strategy that will keep sales changes within acceptable ranges, the costs that can be incurred, and still allow a profit, given the prices the market will allow, how to convince the customer that a price has been measured against value, how to best segment the market to.


Related Articles

  • The Strategy & Tectics of Pricing.  // Marketing News;2/27/87, Vol. 21 Issue 5, p36 

    The article reviews the book "The Strategy & Tactics of Pricing," by Thomas T. Nagle.

  • The Strategy and Tactics of Pricing. Lusch, Robert F.; Jaworski, Bernard J.; Gourley, David // Journal of Marketing;Jul1988, Vol. 52 Issue 3, p133 

    The article reviews the book "The Strategy and Tactics of Pricing," by Thomas T. Nagle.

  • The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (Book). McMahon-Beattie, Una // Journal of Revenue & Pricing Management;Oct2002, Vol. 1 Issue 3, p286 

    Reviews the book 'The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making,' by Thomas T. Nagel and Reed K. Holden.

  • Plan for profitable pricing. Greco, Susan // Inc.;May95, Vol. 17 Issue 6, p134 

    Recommends the book `The Strategy and Tactics of Pricing,' by Thomas Nagle and Reed Holden. How the book argues that the `cost-plus' approach to pricing is antiquated; Argument for a `value-based' pricing approach that starts by asking how a satisfied customer values new products.

  • Price Point. Campanelli, Melissa // Entrepreneur;Nov2005, Vol. 33 Issue 11, p56 

    Advises electronic retailers on how to develop a pricing strategy which will attract more customers. Understanding how to differentiate the business from the competition; Knowing the negative effects of including promotions as part of the pricing strategy; Use of software tools such as strategic...

  • Breeding competitive strategies. Midgley, David F.; Marks, Robert E.; Cooper, Lee C. // Management Science;Mar97, Vol. 43 Issue 3, p257 

    We show how genetic algorithms can be used to evolve strategies in oligopolistic markets characterized by asymmetric competition. The approach is illustrated using scanner tracking data of brand actions in a real market. An asymmetric market-share model and a category-volume model are combined...

  • The Baby Bust. Gottlieb, Richard // Gifts & Decorative Accessories;Sep2008, Vol. 109 Issue 9, p14 

    The article focuses on the warning for the retail business to develop effective strategic planning to avoid declining and shifting birth rates worldwide. The birthrates declination threaten the retail companies to search and develop effective marketing strategy to remain stable in the market. In...

  • EXAMINING THE EFFECTS OF STRATEGIC MARKETING INITIATIVE AND FIRST-MOVER EFFORTS ON MARKET SHARE PERFORMANCE. Heiens, Richard; Pleshko, Larry; Leach, Robert // Marketing Management Journal;Spring2004, Vol. 14 Issue 1, p63 

    This study goes beyond previous research on first-mover advantages by examining the broader concept of strategic marketing initiative (SMI), which recognizes the full extent of a firm's first-mover efforts. Using the SM1 measurement scale, the paper presents an empirical examination of the...

  • More Than Fresh Paint. Hall, Sam-Omar // Credit Union Management;Feb2013, Vol. 36 Issue 2, p40 

    The article discusses strategies to be adopted by credit unions (CUs) while re-branding themselves. It mentions that an inspiring brand can unite all levels of an organization. It further lists six measurable impacts of re-branding as it can help drive member growth, can improve a CU's market...


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics