The Strategy and Tactics of Pricing， A Guide to Growing More Profitably 5th Edition.pdf

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1、TheStrategyandTacticsofPricingAGuidetoGrowingMoreProfitablyNagleHoganZaleFifthEditionPearsonEducationLimitedEdinburghGateHarlowEssexCM202JEEnglandandAssociatedCompaniesthroughouttheworldVisitusontheWorldWideWebat:www.pearsoned.co.uk©PearsonEducationLi

2、mited2014Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,withouteitherthepriorwrittenpermissionofthepublisheroralicencepermitt

3、ingrestrictedcopyingintheUnitedKingdomissuedbytheCopyrightLicensingAgencyLtd,SaffronHouse,6–10KirbyStreet,LondonEC1N8TS.Alltrademarksusedhereinarethepropertyoftheirrespectiveowners.Theuseofanytrademarkinthistextdoesnotvestintheauthororpublisheranytrad

4、emarkownershiprightsinsuchtrademarks,nordoestheuseofsuchtrademarksimplyanyaffiliationwithorendorsementofthisbookbysuchowners.ISBN10:1-292-02323-6ISBN13:978-1-292-02323-6BritishLibraryCataloguing-in-PublicationDataAcataloguerecordforthisbookisavailablef

5、romtheBritishLibraryPrintedintheUnitedStatesofAmericaPEARSONCUSTOMLIBRARYTableofContents1.StrategicPricing:CoordinatingtheDriversofProfitabilityThomasNagle/JohnHogan/JosephZale12.ValueCreation:TheSourceofPricingAdvantageThomasNagle/JohnHogan/JosephZal

6、e173.PriceStructure:TacticsforPricingDifferentlyAcrossSegmentsThomasNagle/JohnHogan/JosephZale474.PriceandValueCommunication:StrategiestoInfluenceWillingness-to-PayThomasNagle/JohnHogan/JosephZale735.PricingPolicy:ManagingExpectationstoImprovePriceRea

7、lizationThomasNagle/JohnHogan/JosephZale996.PriceLevel:SettingtheRightPriceforSustainableProfitThomasNagle/JohnHogan/JosephZale1237.FinancialAnalysis:PricingforProfitThomasNagle/JohnHogan/JosephZale1478.PricingOvertheProductLifeCycle:AdaptingStrategyi

8、nanEvolvingMarketThomasNagle/JohnHogan/JosephZale1859.PricingStrategyImplementation:EmbeddingStrategicPricingintheOrganizationThomasNagle/JohnHogan/JosephZale20310.Cost:HowShouldTheyAffectPricingDecisions?ThomasNagle/JohnHogan/JosephZale22711.