The Strategy and Tactics of Pricing: A Guide to Growing More Profitably

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably
ISBN-10
1138737518
ISBN-13
9781138737518
Series
The Strategy and Tactics of Pricing
Category
Marketing
Pages
331
Language
English
Published
2017-11-14
Authors
Thomas T. Nagle, Georg Müller

Description

"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."--cover.

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