Tsinghua University Marketing Series English Edition Textbook -- Pricing Strategy and Tactics (Third Edition)

Author: Thomas T. Nagle, Reed K. Holden
Publisher:
Publish Date: 2002-01-28
Features: The theme of this book—pricing—is a crucial aspect of marketing, directly related to the compensation of costs and the realization of profits for businesses. To some extent, various competitive strategies of a company will ultimately be reflected in pricing decisions. The purpose of this book is to help business managers recognize and understand the strategies and techniques of pricing, thereby improving their ability to formulate pricing strategies. The 14 chapters of the book explore pricing strategies from perspectives such as the basic concepts of pricing, market-oriented pricing, the psychological impact of price on consumers, strategic adjustments in changing environments, and market segmentation strategies. They elaborate on the flexibility of price in competition, the influence of price on the financial condition of the enterprise, and more. This book is highly practical and readable, making it suitable for students and faculty of marketing majors in colleges and universities, as well as for relevant managers in various enterprises to read and reference. The theme of this book—pricing—is a crucial aspect of marketing, directly related to the compensation of costs and the realization of profits for businesses. To some extent, various competitive strategies of a company will ultimately be reflected in pricing decisions. The purpose of this book is to help business managers recognize and understand the strategies and techniques of pricing, thereby improving their ability to formulate pricing strategies. The 14 chapters of the book explore pricing strategies from perspectives such as the basic concepts of pricing, market-oriented pricing, the psychological impact of price on consumers, strategic adjustments in changing environments, and market segmentation strategies. They elaborate on the flexibility of price in competition, the influence of price on the financial condition of the enterprise, and more. This book is highly practical and readable, making it suitable for students and faculty of marketing majors in colleges and universities, as well as for relevant managers in various enterprises to read and reference.