The Strategy and Tactics of Pricing: A Guide to Growing More Profitably

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.