TY  - GEN
AU  - Thomas T. Nagle
AU  - Muller, Georg
AU  - Gruyaert, Evert
TI  - The strategy and tactics of pricing: A guide to growing more profitably
SN  - 978-1138737518
U1  - 658.816 
PY  - 2024///
CY  - New York
PB  - Routledge
KW  - pricing
KW  - marketing
KW  - decision making
N1  - Recommended by: Subrat Sarangi; Content:

Preface xiii
Acknowledgments xv
List of In-Line Boxes xvii
Chapter 1 Strategic Pricing 1
Coordinating the Drivers of Profitability
Chapter 2 Economic Value 26
The Guiding Force of Pricing Strategy
Chapter 3 Price and Value Communication 56
Strategies to Influence Willingness-to-Pay
Chapter 4 Price Structure 76
Tactics for Pricing Differently Across Customer Segments
Chapter 5 Pricing Policy 106
Infl uencing Customer Expectations and Purchase Behaviors
Chapter 6 Price Level 133
Setting Prices that Capture a Share of the Value Created
Chapter 7 Price Competition 152
Managing Conflict Thoughtfully
Chapter 8 Measurement of Price Sensitivity 173
Research Techniques to Supplement Judgment
Chapter 9 Financial Analysis 207
Analyzing Costs and Profits for Pricing
Chapter 10 Specialized Strategies 240
Adapting Pricing to Accommodate Common Challenges
Chapter 11 Creating Strategic Pricing Capability 262
Assembling Talent, Processes, and Data to Build
Competitive Advantage
Chapter 12 Ethics and the Law 293
Understanding the Constraints on Pricing

ER  -