The strategy and tactics of pricing : a guide to growing more profitably

Abstract

1. Strategic pricing : coordinating the drivers of profitability -- 2. Value creation : the source of pricing advantage -- 3. Price structure : tactics for pricing differently across segments -- 4. Price and value communication : strategies to influence willingness-to-pay -- 5. Pricing policy : managing expectations to improve price realization -- 6. Price level : setting the right price for sustainable profit -- 7. Pricing over the product life cycle : adapting strategy in an evolving market -- 8. Pricing strategy implemention : embedding strategic pricing in the organization -- 9. Costs : how should they affect pricing decisions? -- 10. Financial analysis : pricing for profit -- 11. Competition : managing conflict thoughtfully -- 12. Measurement of price sensitivity : research techniques to supplement judgment -- 13. Ethics and the law : understanding the constraints on pricing.