Table of Content

1. Tactical Pricing
2. Pricing Strategy
3. Value Creation
4. Price Structure
5. Price and Value Communication
6. Pricing Policy
7. Price Level
8. Costs
9. Financial Analysis
10. Competition
11. Channels of Distribution
12. Pricing Over the Product Life Cycle
13. Price and Value Measurement
14. Ethics and the Law

Salient Features

• A conceptual/how-to approach. The Strategy and Tactics of Pricing covers the theory of pricing through step-by-step formulas and procedures that show students how to analyze a pricing problem and formulate a pricing strategy.
• NEW re-organization around "Pricing Pyramid." Clearly defines the domain of strategic pricing and identifies the 5 key elements of an effective pricing strategy. See Chapters 3-7
• Lively writing style with practical examples that both students and practitioners find interesting and engaging. Clearly illustrates how pricing principles are being applied successfully, or misapplied unsuccessfully.
• More, current examples - Particularly related to concumer and high-tech products.