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For Pricing Strategy or Pricing and Product Policy courses in MBA and/or advanced undergraduate marketing courses. The Strategy and Tactics of Pricing provides a comprehensive, practical, step-by-step guide to pricing analysis and strategy development. ¡CNew To This Edition 1.NEW re-organization around ”Pricing Pyramid.” Clearly defines the domain of strategic pricing and identifies the 5 key elements of an effective pricing strategy. 2.NEW Examples! Examples have been updated to reflect changes in the pricing environment. 3.Increased coverage from consumer markets to illustrate how to manage pricing in the face of rapidly evolving consumer preferences and intense competition. 4.Increased emphasis on how to price high-tech products through the product life cycle. 5.Lively writing style with practical examples that both students and practitioners find interesting and engaging. Clearly illustrates how pricing principles are being applied successfully, or misapplied unsuccessfully.
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