TITLE

The Strategy and Tactics of Pricing

AUTHOR(S)
Nagle, Thomas T.; Holden, Reed K.
PUB. DATE
January 2002
SOURCE
Strategy & Tactics of Pricing - Business Book Summaries;2002, Vol. 1 Issue 1, p1
SOURCE TYPE
Book Summary
DOC. TYPE
Book Summary
ABSTRACT
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.
ACCESSION #
16898317

 

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