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The strategy and tactics of pricing : a guide to profitable decision making / Thomas T. Nagle y Reed K. Holden

By: Nagle, Thomas T, 1951-.
Contributor(s): Holden, Reed K.
Material type: TextTextSeries: : The Prentice Hall Internacional series in marketing.Publisher: New Jersey : Prentice Hall, 2002Edition: 3rd. edition.Description: xxi, 398 páginas : ilustraciones ; 23 cm.ISBN: 9780130262486.Subject(s): Precios | Política de precios | Determinación de precios | Estrategias competitivas | Ventaja competitivaDDC classification: 658.816
Contents:
Chapter 1. Strategic planning: the harvest of your potential ; Chapter 2. Costs: how should they affect pricing decisions? ; Chapter 3. Financial analysis: pricing for profit ; Chapter 4. Customers: understanding and influencing the purchase decision ; Chapter 5. Competition: managing conflict thoughtfully ; Chapter 6. Pricing strategy: managing your market proactively ; Chapter 7. Life cycle pricing: adapting strategy in a chaging environment ; Chapter 8. Value based sales and negotiation: influencing customer behavior ; Chapter 9. Segmented pricing: tactics for separating markets ; Chapter 10. Pricing in the marketing mix. Developing an integrated strategy ; Chapter 11. Channel strategy: price management ; Chapter 12. Competitive advantages: establishing foundations for more profitable pricing ; Chapter 13. Measuring perceived value and price sensitivity: research techniques to supplement judgment ; Chapter 14. Ethics and the law: understanging the constraints on pricing.
Abstract: Con un enfoque práctico y un estilo animado, este libro proporciona una guía paso a paso integral, centrada en la gestión, integrada, para el análisis de precios y el desarrollo de estrategias. Numerosos ejemplos explicativos muestran cómo las empresas implementan con éxito o sin éxito estrategias de fijación de precios. Precios estratégicos; Costos; Análisis financiero; Clientes; Competencia; Estrategia de centro de precios; Precios del ciclo de vida; Gestión de percepciones de valor; Precios segmentados; Precios en y a través de canales de distribución; Ventajas competitivas; Investigación de clientes para precios; El derecho y la ética. Para gerentes de marketing, gerentes de productos, gerentes de precios, gerentes de planificación estratégica.
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General 658.816 / N149s 2002 (Browse shelf) Ej.1 Available 7101027762
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Incluye índice

Chapter 1. Strategic planning: the harvest of your potential ; Chapter 2. Costs: how should they affect pricing decisions? ; Chapter 3. Financial analysis: pricing for profit ; Chapter 4. Customers: understanding and influencing the purchase decision ; Chapter 5. Competition: managing conflict thoughtfully ; Chapter 6. Pricing strategy: managing your market proactively ; Chapter 7. Life cycle pricing: adapting strategy in a chaging environment ; Chapter 8. Value based sales and negotiation: influencing customer behavior ; Chapter 9. Segmented pricing: tactics for separating markets ; Chapter 10. Pricing in the marketing mix. Developing an integrated strategy ; Chapter 11. Channel strategy: price management ; Chapter 12. Competitive advantages: establishing foundations for more profitable pricing ; Chapter 13. Measuring perceived value and price sensitivity: research techniques to supplement judgment ; Chapter 14. Ethics and the law: understanging the constraints on pricing.

Con un enfoque práctico y un estilo animado, este libro proporciona una guía paso a paso integral, centrada en la gestión, integrada, para el análisis de precios y el desarrollo de estrategias. Numerosos ejemplos explicativos muestran cómo las empresas implementan con éxito o sin éxito estrategias de fijación de precios. Precios estratégicos; Costos; Análisis financiero; Clientes; Competencia; Estrategia de centro de precios; Precios del ciclo de vida; Gestión de percepciones de valor; Precios segmentados; Precios en y a través de canales de distribución; Ventajas competitivas; Investigación de clientes para precios; El derecho y la ética. Para gerentes de marketing, gerentes de productos, gerentes de precios, gerentes de planificación estratégica.

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