TY  - BOOK
AU  - Nagle, Thomas T., 
AU  - Hogan, John E.,
AU  - Zale, Joseph.
TI  - The strategy and tactics of pricing: A guide to Growing More Profitably
SN  - 9780136106814
U1  - 658.816 
PY  - 2010///
CY  - Upper Saddle River, N.J.
PB  - Prentice Hall
KW  - Pricing
KW  - Marketing
KW  -  Decision making
N1  - Strategic pricing : coordinating the drivers of profitability -- Value creation : the source of pricing advantage -- Price structure : tactics for pricing differently across segments -- Price and value communication : strategies to influence willingness-to-pay -- Pricing policy : managing expectations to improve price realization -- Price level : setting the right price for sustainable profit -- Pricing over the product life cycle : adapting strategy in an evolving market pricing strategy implemention : embedding strategic pricing in the organization -- Costs : how should they affect pricing decisions? -- Financial analysis : pricing for profit -- Competition : managing conflict thoughtfully -- Measurement of price sensitivity : research techniques to supplement judgment -- Ethics and the law : understanding the constraints on pricing
ER  -