• The market-leading text on pricing strategy, relied on by pricing practitioners and postgraduate students globally as a core reference guide for value-based pricing. • Theoretical frameworks and models are tied strongly to practical, actionable principles. Readers will understand not only the theory behind what they are doing, but also how to implement these principles in their own companies and careers. • This revised edition incorporates a focus on leveraging disruptive technologies and the practical implementation of systems and models, supported by real-life examples. • Updated online resources, including chapter-by-chapter PowerPoint slides, a test bank and an instructor’s manual.

The Strategy and Tactics of Pricing is the most well-established and influential strategic pricing text available, relied on by practitioners and students globally as a core guide for value-based pricing. The book explains how to balance the ability to create and extract value through from markets by managing pricing decisions in a more strategic and profitable manner. Rather than calculating prices to cover costs or to achieve sales goals, readers will learn to frame more strategic choices that proactively influence customer perceptions of value, manage internal costs, and profitably shift demand curves.

This edition features new discussions on harnessing concepts from behavioral economics as well as a refined "value cascade" to help organize the topics covered in this book. Readers will also benefit from:

Major revisions to more than a third of the chapters, including an expanded discussion of the role of artificial intelligence and machine learning analytics tools to assist in the evaluation of new pricing opportunities

Discussion of many of the new pricing and revenue-recognition models such as consumption-based pricing, outcomes-based pricing, and others

An expanded discussion on "Special Topics in Pricing" that cover many of the transformative pricing moves successful companies have made in the past few years in response to major disruptive forces such as the pandemic as well as re-emergent inflation

In-chapter textboxes and call-out to highlight different "pricing concepts in action" using actual examples of companies addressing market challenges

Chapter summaries and visual aids to help the reader better understand the ideas and concepts presented throughout this book

This comprehensive, managerially-focused text is a must-read for students and professionals with an interest in strategic price management and achieving commercial excellence for their organizations. Additional online resources include PowerPoint slides and an instructor’s manual, including exercises, mini-cases, and examination questions.

Table of Contents

1. Strategic Pricing 2. Economic Value 3. Price and Value Communication 4. Price Structure 5. Pricing Policy 6. Price Competition 7. Price Level 8. Measurement of Price Sensitivity 9. Financial Analysis 10. Specialized Strategies 11. Creating a Strategic Pricing Capability 12. Ethics and the Law

Die Autoren erklaren, wie die Rentabilitat eines Unternehmens trotz starker Konkurrenz durch Wettbewerbslenkung erhalten werden kann. Der Leser erfahrt einfache, aber ausserst wirkungsvolle finanzielle Techniken zur Integration der Kostenfrage in Marketingentscheidungen. Gewinnmoglichkeiten werden erlautert, die sich aus einer Marktsegmentierung ergeben, ebenso wie die spezifischen Techniken zur Erreichung dieser Segmentierung."

Die Autoren erklaren, wie die Rentabilitat eines Unternehmens trotz starker Konkurrenz durch Wettbewerbslenkung erhalten werden kann. Der Leser erfahrt einfache, aber ausserst wirkungsvolle finanzielle Techniken zur Integration der Kostenfrage in Marketingentscheidungen. Gewinnmoglichkeiten werden erlautert, die sich aus einer Marktsegmentierung ergeben, ebenso wie die spezifischen Techniken zur Erreichung dieser Segmentierung."