The Strategy and Tactics of Pricing

Features

• A great “capstone” marketing course—Integrates financial and marketing skills.
• • Marketing professionals with pricing training are in peak demand by companies in transportation, e-commerce, financial services, high-tech, and pharmaceuticals.
• Dramatic changes in pricing caused by the Internet revolution reflected—Implications of pricing in e-commerce integrated throughout.
• • Today's MBA students have to know the implications for pricing due to e-commerce.
• NEW—New chapter on “pricing through channels of distribution.”
• • Shows how to manage the growing power of channel members, and the rapid emergence of multi-channel distribution.
• NEW—Totally revised chapters on price competition and price negotiation.
• • As markets become more global and e-purchasing becomes the norm, successful marketers must understand how to make decisions in this more aggressive environment.
• NEW—Expanded and revised chapter on “managing value perceptions and price expectations.”
• • Students learn the latest management theories.
• NEW—More, current examples—Particularly relating to e-commerce.
• • The book distinguishes the genuine and the myths of e-pricing, enabling students to learn how to maximize profit, not just sales, in the online world.
• NEW—Updated, practical guide to legal limitations—Written by a leading antitrust attorney (Eugene F. Zelek, Jr.).
• • Shows how to use changes in the law over the past decade to your benefit, while avoiding the pitfalls that can catch the unwary.
• A conceptual/how-to approach—Covers the theory of pricing and contains step-by-step formulas and procedures that show students how to analyze a pricing problem and formulate a pricing strategy.
• • Helps students learn both how to THINK about, and DO, pricing.
• An integrated procedure for pricing—That is consistent with the economics, but that also incorporates the psychological aspects of price sensitivity and the recognition that managers must make decisions with incomplete information.
• • Students see the integration of pricing with other disciplines.
• Numerous walk-through examples.
• • Shows students how companies successfully or unsuccessfully implement pricing strategies using the concepts presented.

• 1. Strategic Pricing: The Key to Realizing Your Profit Potential.
• 2. Costs: How Should They Affect Your Pricing Decisions?
• 3. Financial Analysis: Pricing for Profit.
• 4. Customers: Understanding and Influencing the Purchase Decision.
• 5. Competition: Making Moves and Managing Expectations.
• 6. Pricing Strategy: Managing Your Market Proactively.
• 7. Life Cycle Pricing: Adapting Strategy in a Changing Environment.
• 8. Value-Based Sales and Negotiation: Influencing Customer Behavior.
• 9. Segmented Pricing: Separating Markets to Price on Value.
• 10. Pricing in the Marketing Mix: Integrating Strategy.
• 11. Channel Pricing: Managing Pricing through Intermediaries.
• 12. Competitive Advantages: Establishing Foundations for More Profitable Pricing.
• 13. Customer Research: Measuring Perceptions of Value and Price Sensitivity.
• 14. Ethics and the Law: Understanding the Constraints on Pricing.