The Strategy and Tactics of Pricing 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. Readers will also benefit from:
Major revisions to almost half of the chapters, including an expanded discussion of big data analytics and a revised chapter on "Specialized Strategies," which addresses timely technical issues like foreign exchange risks, reactions to market slumps, and managing transfer prices between independent profit centers.
A completely rewritten chapter on "Creating a Strategic Pricing Capability," which shows readers how to implement the principles of value-based, strategic pricing successfully in their organizations.
In-chapter text boxes, updated to provide walk-through examples of current pricing challenges, revenue models enabled by an increasingly digital economy, and advances in buyer decision-making, explained through classic principles that still apply today.
Chapter summaries and visual aids, which help readers grasp the theoretical frameworks and actionable principles of pricing analysis.

This comprehensive, managerially-focused text is a must-read for students and professionals with an interest in strategic marketing and pricing. A companion website features PowerPoint slides and an instructor's manual, including exercises, mini-cases, and examination questions. The authors also provide a link to Deloitte's Polaris analytical pricing software, helping students put theory into practice by exploring real-world scenarios.

定价的策略和策略说明了如何战略性地管理市场，以及如何更有效地增长。学生们将学习如何制定战略定价决策，主动管理客户对价值的感知，激发购买决策，并改变需求曲线，而不是通过计算价格来弥补成本或实现销售目标。
这个版本的特点是利用行为经济学的概念，以及一个更精简的“价值级联”结构的主题新的讨论。读者还将受益于：
对几乎一半章节进行了重大修订，包括对大数据分析的扩展讨论和对“专业化战略”的修订章节，其中涉及及时的技术问题，如外汇风险、对市场衰退的反应以及管理独立利润中心之间的转移价格。
一个完全重写的章节“创造一个战略定价能力”，它向读者展示了如何实施价值为基础的原则，战略定价成功地在他们的组织。
在章节文本框中，更新以提供当前定价挑战、日益数字化的经济带来的收入模式以及买方决策的进步的穿行示例，通过今天仍然适用的经典原则进行解释。
第二章是总结和直观教具，帮助读者掌握定价分析的理论框架和可操作的原则。
这一全面的，以管理为重点的文本是一个必须阅读的学生和专业人士与战略营销和定价的兴趣。一个附带的网站以PowerPoint幻灯片和讲师手册为特色，包括练习、小案例和考题。作者还提供了一个到德勤北极星分析定价软件的链接，帮助学生通过探索现实世界的情景将理论付诸实践。