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The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making (3rd Edition) Hardcover – November 10, 2001

27 customer reviews

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Editorial Reviews

From the Publisher

Practical in focus and lively in style, this text provides a comprehensive, managerially-focused guide to formulating pricing strategy. --This text refers to the Paperback edition.

From the Back Cover

"The best book ever written about pricing is The Strategy and Tactics of Pricing by Tom Nagle and Reed Holden—these guys know their stuff and it works!" — Guy Kawasaki, CEO, Garage Technology Ventures

"For more than a decade, this book has been the most influential and highly regarded reference among pricing professionals." — Eric G. Mitchell, President, The Professional Pricing Society

"Most executives name pricing as their major challenge and major weakness. This book is an answer. It is full of new ideas arid insights." — Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Northwestern University

"An investment in Tom and Reed's book will give you the highest return you've ever had. It's an investment you can't afford not to make." — Dan Nimer, President, DNA Group


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Product Details

  • Hardcover: 398 pages
  • Publisher: Prentice Hall; 3 edition (November 10, 2001)
  • Language: English
  • ISBN-10: 013026248X
  • ISBN-13: 978-0130262486
  • Product Dimensions: 6 x 0.9 x 9.3 inches
  • Shipping Weight: 1.5 pounds
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (27 customer reviews)
  • Amazon Best Sellers Rank: #515,763 in Books (See Top 100 in Books)

More About the Author

Dr. Reed Holden (Concord, MA),Author, Coach and Founder of Holden Advisors, is a world-class business-to-business pricing expert who helps clients build go-to-market strategies to drive price leadership, selling backbone and profitable growth.
Dr. Holden specializes in helping sales organizations avoid the Procurement Buzz Saw by implementing strategies to recognize and counter margin-reducing buying tactics. As a change agent, he works with major corporations throughout the world to manage with an outside-in view of the customer. He is an enthusiastic and persuasive advocate for demonstrating customer value and price leadership with companies that need to adapt in highly competitive markets.
A dynamic and engaging presenter with over 20 years of experience, Dr. Holden is a regular speaker and facilitator at executive off-sites and annual sales meetings for Fortune 1000 companies. He is engaged to facilitate negotiation and pricing workshops; and coaches sales people and senior executives in companies that want to achieve valuable relationships with their customers.

Customer Reviews

Most Helpful Customer Reviews

85 of 86 people found the following review helpful By Adam F. Jewell on August 28, 2000
Format: Hardcover
Written with great clarity, "The Strategy and Tactics of Pricing" is a phenomenal book. It begins with an explanation of strategic pricing, and proceeds to cover competition in the market place, segmentation of buyers, pricing and the marketing mix for industrial and consumer goods, as well as the psychology of pricing. Also covered are models for determining price sensitivity, implications of sales staff price setting and negotiation, and finally, legal aspects of pricing.
After reading this book, you will understand the pitfalls of pursuing market share at all costs and common mistakes businesses and sales people make when setting or negotiating price. You will view your current pricing structure and strategy in a new light, and be able to spot the weak spots. You'll have a better picture of how to attract the right buyers, those that can be served profitably.
The book indirectly touches on topics covered in Co-opetition, and Thinking Strategically, as well as elements of the Theory of Constraints (see Eli Goldratt's "The Goal" and "It's Not Luck" or "Management Dilemmas" by Eli Schragenheim)
I can't recommend this book highly enough. As for the other reader who states:
"After reading this book, I was able to talk circles around the $20,000 "marketing consultant" we were considering."
believe it, it's that valuable!
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28 of 29 people found the following review helpful By Serge J. Van Steenkiste on August 11, 2000
Format: Hardcover
Thomas Nagle and Reed Holden successfully demonstrate with practical examples that strategic pricers are diplomats rather than generals, contrary to common belief. Diplomats know that initiating price discounts can undermine the profitability of their business. Price cutting unduly focuses the attention of the customer base on their wallet rather than the value of the product offering to their life/business. Diplomats will carefully look not only at the short-term gain, but also at competitors' long-term reactions to measure the impact of such a move on the bottom line. Furthermore, diplomats do not share the misconception of generals that the ultimate winner must meet every challenge. Diplomats will integrate the product's relevant costs, the customer segments' price sensitivity and the behavior of the competition in their marketing plans. The analysis of those factors will then allow diplomats to weigh the costs and benefits of competition and only fight battles for which the likely benefits are greater than the likely costs. Nagle and Holden also stress the importance of establishing pricing policies consistent with the plans, especially when there is no fixed-price policy. Diplomats must give salespeople incentives to make profitable sales, not sales for their own sake. Salespeople will adapt their sales pitch to the different price sensitivity of price buyers, loyal buyers and value buyers. Nagle and Holden draw the attention of their readers to the fact that a product's price influences the market's perception of its features and benefits and those of other products with which it is sold, the effectiveness of its promotion, and the interest it generates in channels of distribution. They observe that the opposite is also true.Read more ›
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58 of 65 people found the following review helpful By kent dahlgren on March 28, 2002
Format: Hardcover
Yes, I admit. I'm the guy who slouched in the back row of accounting classes, honestly never scoring higher than maybe a "D". Accounting is hard, dude. TCP/IP is fun; credits and debits aren't.
Eventually, however, life dragged me into situations that required an understanding of this stuff...not general theory: I needed to intelligently price my products and services. A friend recommended the book, and even though I initially found it hard, I can't stop referencing and re-reading it.
I had to re-read the first three chapters, to gain a growing awareness of just what the hell these guys were talking about, because at first their flavor of English was as impenetrable as legalese.
But man, what got me to re-read these chapters was a clear understanding that this book was going to provide immediate applicable benefit. It was therefore well worth the investment.
Now that I'm acquainted with what they call English I've found the book wicked powerful. The book features so many math tools I've found myself pulling this book off the shelf, sometimes daily when need be. And I sound smart, which is good for my fragile ego.
My friends have given me a rich share of hell for reading this baby. You may consider putting another cover on the book so you don't look like a goon, boning up on pricing strategies while your friends are fishing.
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25 of 27 people found the following review helpful By A Customer on January 23, 1999
Format: Hardcover
Highly, highly recommended. After reading this book, I was able to talk circles around the $20,000 "marketing consultant" we were considering. Explains how to appeal both to price-sensitive and insensitive clients and shows how this is done all the time. Warns about pitfalls of letting salespeople set price. Even shows how to "manage the competition" when it comes to pricing. This is by far one of the most valuable books I've bought for business managment.
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19 of 21 people found the following review helpful By Mr. A. Pickering on July 4, 2002
Format: Hardcover
For anyone involved in business this book gives very practical advice on not only the methodology for pricing new products but also changing the strategy of one's existing pricing policy.
Look for a sustainable competitive advantage, maximise contribution margin, concentrate on value and profitability and then market share will follow are some of the key philosophies contained in the text. Concerning the value of this book, it is worth the price alone just for the chapter on costings and formula for calculating what level of sales a company can afford to lose/must gain after a price increase/decrease in order to break even.
A common complaint about business books is that they are all OK in theeory but contain little in the way of explanations of how to implement - this book however offers not only theory and case study examples but also practical instructions on what needs to be done to improve pricing strategy. Overall very, very impressive and a must read for anyone involved in finance, sales or marketing functions. As someone has already said these guys really know their stuff and it works!!
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