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The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making Paperback – November 21, 2001
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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 Hardcover edition.
From the Back Cover
"The best book ever written about pricing is The Strategy and Tactics of Pricing by Tom Nagle and Reed Holdenthese 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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Top Customer Reviews
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!
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.