Includes bibliographical references and index.

Chapter 1. Strategic pricing: coordinating the drivers of profitability --
Chapter 2. Economic value: the guiding force of pricing strategy --
Chapter 3. Price and value communication: strategies to influence willingness-to-pay --
Chapter 4. Price structure: tactics for pricing differently across customer segments --
Chapter 5. Pricing policy: influencing customer expectations and purchase behaviors --
Chapter 6. Price level: setting prices that capture a share of the value created --
Chapter 7. Price competition: managing conflict thoughtfully --
Chapter 8. Measurement of price sensitivity: research techniques to supplement judgment --
Chapter 9. Financial analysis: analyzing costs and profits for pricing --
Chapter 10. Specialized strategies: adapting to pricing to accommodate common challenges --
Chapter 11. Creating strategic pricing capability: assembling talent, processes, and data to build competitive advantage --
Chapter 12. Ethics and the law: understanding the constraints on 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."--cover.

College of Business and Accountancy Bachelor of Science in Business Administration Major in Marketing Management

Text in English