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The Strategy and Tactics of Pricing: A Guide to Growing More Profitably [Hardcover]

Thomas T. Nagle , John Hogan
4.7 out of 5 stars  See all reviews (3 customer reviews)

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The Strategy and Tactics of Pricing The Strategy and Tactics of Pricing 4.7 out of 5 stars (3)
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Book Description

23 Nov 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.


Product details

  • Hardcover: 368 pages
  • Publisher: Prentice Hall; 4 edition (23 Nov 2005)
  • Language: English
  • ISBN-10: 0131856774
  • ISBN-13: 978-0131856776
  • Product Dimensions: 1.9 x 15.8 x 23.1 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 320,111 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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“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






Inside This Book (Learn More)
First Sentence
Few managers, even those specializing in marketing, think strategically about pricing. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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4.7 out of 5 stars
4.7 out of 5 stars
Most Helpful Customer Reviews
1 of 1 people found the following review helpful
5.0 out of 5 stars All the theory of pricing in one book 11 Oct 2009
Having implemented pricing tools and best practice into an organization, this books takes you through all the theory of pricing and tells you about the levers that you can push and pull to get every cent into the price of a product or service to give a win-win situation for you and your customer. The application of the theory is a little difficult and there are better books to show you this, but if you are looking for a comprehensive account of pricing theory then this is for you.
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4.0 out of 5 stars It was a great deal for price and quality 14 Mar 2014
Format:Hardcover|Verified Purchase
I am really satisfied with the book! It is in really good condition! I am really satisfied with the book! It is in really good condition! I can recommend the seller for your desired books!
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0 of 2 people found the following review helpful
5.0 out of 5 stars The Strategy and Tactics of Pricing 6 Jun 2009
A wonderful book as I had little knowledge of pricing and pricing strategies. A must read
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Most Helpful Customer Reviews on (beta) 4.5 out of 5 stars  24 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 4 Aug 2006
By Marian Burk Wood - Published on
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.
3 of 3 people found the following review helpful
4.0 out of 5 stars Good reference, but only need to read the first few chapters 18 Jan 2010
By E. Anderson - Published on
Format:Hardcover|Verified Purchase
The author does a good job of establishing a framework for thinking about pricing in the first chapter of the book, then expands on that framework over the first few chapters. Like most business books, however, the deeper into the book you get the less valuable it becomes. Definitely worth buying, but you'll get 90% of the value from the first few chapters
3 of 3 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. 16 Jun 2008
By Don V - Published on
Format:Hardcover|Verified Purchase
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.
4 of 5 people found the following review helpful
3.0 out of 5 stars A little bit overpriced 17 Sep 2010
By MAD - Published on
Format:Hardcover|Verified Purchase
I was really curious about this book, but it did seem to be expensive. However, I decided to buy it and here are some thoughts:

You may find some different points of view whether you should use: a low cost strategy or differentiation. This part was interesting.

As you continue reading the book, information becomes a little more hard to understand. This may not be a good option for students of first year of university. If you have a degree in Economics or Business then you should be able to follow the author.

There are parts that are not really practical. Information also becomes redundant. Sometimes I felt that the author had one good idea that could have been explained in 100 pages, but he forced it to 350+ pages.

I haven't been able to finish reading the whole book as it became boring. As I said previously there is too much repetition.

I would have given this book 5 stars if the content was precise and "priced" at a better price (maybe $25 USD).
1 of 1 people found the following review helpful
5.0 out of 5 stars Makes you well-prepared for setting a price 21 Dec 2010
By Niklas Johnsson - Published on
Format:Hardcover|Verified Purchase
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.
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