The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) [Hardcover]

Thomas T. Nagle (Author), John E. Hogan (Author)

Book Description

Publication Date: December 3, 2005

For Pricing Strategy or Pricing and Product Policy courses in MBA and/or advanced undergraduate marketing courses The Strategy and Tactics of Pricing provides a comprehensive, practical, step-by-step guide to pricing analysis and strategy development.

Editorial Reviews

Review

“The concepts espoused in this book taught us to focus on how we deliver superior value to our customers, and thereby enabled pricing strategies that have driven both our growth and profitability.”

Scott Heekin-Canedy

President and General Manager

The New York Times

 

“…a roadmap to profitable growth, this book helps you put the theories into

practice and deliver measurable results.”

Mark A. Kopelman

Vice President, Strategy and Marketing

RR Donnelley

 

“Concepts described in this book were instrumental in helping us align our offerings with the value they provide to our customers.”

Keith Bradley, President

Ingram Micro, North America

 

“Most executives name pricing as their major challenge and major weakness.  This book is an answer.  It is full of new ideas and insights.”

Philip Kotler

Northwestern University

 

“For nearly two decades, this book has been the most influential and highly regarded reference among pricing professionals.”

Eric Mitchell, President

The Professional Pricing Society

 

 

 

 

 

Product Details

• Hardcover: 368 pages
• Publisher: Pearson Prentice Hall; 4th edition (December 3, 2005)
• Language: English
• ISBN-10: 0131856774
• ISBN-13: 978-0131856776
• Product Dimensions: 9.1 x 6.1 x 0.9 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (22 customer reviews)
• Amazon Best Sellers Rank: #128,659 in Books (See Top 100 in Books)
  • #12 in Books > Business & Investing > Management & Leadership > Pricing

Customer Reviews

Most Helpful Customer Reviews

3 of 3 people found the following review helpful:

5.0 out of 5 stars This book shows how pricing decisions should be made, August 4, 2006

By 

Marian Burk Wood (www.woodwriters.com) - See all my reviews

This review is from: The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) (Hardcover)

Exhibit 1-3 on page 9 of this new edition identifies three guiding principles of strategic pricing: (1) it must be value-based, which puts customers' perceptions at the heart of the process; (2) it must be profit-driven, a vital element for any business; and (3) it must be proactive--meaning marketers should not simply react to competitors' pricing moves.

As simple as this may sound, it's actually tricky to accomplish all three unless you follow the principles in this compact but detailed text.

If you need to know how to calculate breakeven sales volumes, cost factors, and channel pricing, this is the book for you. Exhibit 7-1 (on page 126) is particularly helpful for determining how to manage the price-setting process. I recommend this text for any executive who wants to avoid the "throw a dart" method of pricing.

2 of 2 people found the following review helpful:

4.0 out of 5 stars Great reference on value-based. Wish it had more on setting initial price., June 15, 2008

By 

Don V (Seattle, Wa USA) - See all my reviews

Amazon Verified Purchase

This review is from: The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) (Hardcover)

I updated from the 2nd edition I bought years ago. I'm glad to see the focus on value-based pricing. I was a little disappointed that it gets a bit repetitive on calculating price changes and it would be useful to see more examples on calculating the initial price when you really don't have much data to go on.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Makes you well-prepared for setting a price, December 20, 2010

By 

Niklas Johnsson (Santa Monica, CA, USA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) (Hardcover)

Pricing decisions require all parts of the company to come together and agree on a pricing strategy, which is why it is so hard (especially since the discussion might reveal that you didn't even agree on the general business strategy). In a a real-life pricing discussion with the sales, engineering, and finance people in the same room, you need a solid frame work to gain a consensus. This book helps. The structure of the book is excellent. It's actionable. I essentially took the table of contents, tweaked it to fit my situation, and then went through each section to create a pricing strategy. The theoretical sections are well complemented by also addressing real-world issues. The only drawback is that the book is not targeted towards any industry or product category which makes some of the examples less relevant.