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181116s2018 nyua b 001 0 eng d |
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|a 1138737518
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|a (OCoLC)1066133731
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|a HF5416.5
|b .N34 2018
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|a Nagle, Thomas T.,
|d 1951-
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|a The strategy and tactics of pricing :
|b a guide to growing more profitably /
|c Thomas T. Nagle, Georg Müller.
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| 250 |
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|a 6th ed.
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| 260 |
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|a New York :
|b Routledge :
|b Taylor & Francis,
|c 2018.
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| 300 |
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|a xx, 331 p. :
|b il. ;
|c 25 cm.
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| 500 |
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|a 1a ed. publicada por Prentice-Hall, c1987, bajo el título: The strategy and tactics of pricing : a guide to profitable decision making.
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| 504 |
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|a Incluye referencias bibliográficas e índice.
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|a 1. Strategic pricing: coordinating the drivers of profitability -- 2. Economic value: the guiding force of pricing strategy -- 3. Price and value communication: strategies to influence willingness-to-pay -- 4. Price structure: tactics for pricing differently across customer segments -- 5. Pricing policy: influencing customer expectations and purchase behaviors -- 6. Price level: setting prices that capture a share of the value created -- 7. Price competition: managing conflict thoughtfully -- 8. Measurement of price sensitivity: research techniques to supplement judgment -- 9. Financial analysis: analyzing costs and profits for pricing -- 10. Specialized strategies: adapting to pricing to accommodate common challenges -- 11. Creating strategic pricing capability: assembling talent, processes, and data to build competitive advantage -- 12. Ethics and the law: understanding the constraints on pricing.
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| 520 |
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|a "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."--Descripción del editor.
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| 650 |
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0 |
|a Pricing.
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| 650 |
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0 |
|a Marketing
|x Decision making.
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| 650 |
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7 |
|a Precios, Estrategias de.
|2 UDESA
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| 650 |
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7 |
|a Mercadeo
|x Toma de decisiones.
|2 UDESA
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| 700 |
1 |
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|a Müller, Georg.
|