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The strategy and tactics of pricing : a guide to growing more profitably / Thomas T. Nagle, George Müller.

By: Nagle, Thomas T [author. ]Contributor(s): Müller, George [author. ]Material type: Text

TextPublisher: New York, NY : Routledge, c2018Edition: Sixth editionDescription: xx, 331 pages : illustrations (black and white) ; 25 cmContent type: text Media type: unmediated Carrier type: volume ISBN: 9780367247218 [newsprint]Subject(s): Pricing | Marketing -- Decision making | Price fixing

Contents:

Contents: Chapter 1 Strategic pricing 1 -- Chapter 2 Economic value 26 -- Chapter 3 Price and value communication 56 -- Chapter 4 Price structure 76 -- Chapter 5 Pricing policy 106 -- Chapter 6 Price level 133 -- Chapter 7 Price competition 152 -- Chapter 8 Measurement of price sensitivity 173 -- Chapter 9 Financial analysis 207 -- Chapter 10 Specialized strategies 240 -- Chapter 11 Creating strategic pricing capabality 262 -- Chapter 12 Ethics and the law 293 -- Index 317

Summary: "This comprehensive, managerial-focused text is a must read for students and professionals with an interest in strategic marketing and pricing. A companion website features PowerPoint slides with instructor notes, discussion questions, and exercises, as well as suggested readings and cases with separate teaching notes for instructors. Explains how to manage markets strategically and how to grow more profitably. Rather than calculating prices to cover costs or achieve sales goals, students will learn to make strategic pricing decisions that proactively manage customer perceptions of value, motivate purchasing decisions, and shift demand curves. This edition features a new discussion on harnessing concepts from behavioral economics as well as a more streamlined "value cascade" structure to the topics." --Provided by the publisher

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Item type	Current location	Call number	Status	Date due	Barcode
Subject Reference	College Library Subject Reference	658.816 N13 2018 (Browse shelf)	Available		3UCBL000026967

Includes bibliographical references and index.

"This comprehensive, managerial-focused text is a must read for students and professionals with an interest in strategic marketing and pricing. A companion website features PowerPoint slides with instructor notes, discussion questions, and exercises, as well as suggested readings and cases with separate teaching notes for instructors.

Explains how to manage markets strategically and how to grow more profitably. Rather than calculating prices to cover costs or achieve sales goals, students will learn to make strategic pricing decisions that proactively manage customer perceptions of value, motivate purchasing decisions, and shift demand curves. This edition features a new discussion on harnessing concepts from behavioral economics as well as a more streamlined "value cascade" structure to the topics." --Provided by the publisher

Adult

Purchased Biore, Christopher College of Business and Accountancy Business / Management

Text in English

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