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The Strategy and Tactics of Pricing (5th Edition) [Hardcover]

Thomas Nagle , John Hogan , Joseph Zale
4.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

March 2 2010 0136106811 978-0136106814 5
A comprehensive and practical, step-by-step guide to pricing analysis and strategy development.

The Strategy and Tactics of Pricing
shows readers how to manage markets strategically–rather than simply calculate pricing based on product and profit–in order to improve their competitiveness and the profitability of their offers.

The fifth edition contains a new chapter on price implementation and several updated examples on pricing challenges in today’s markets.
 
 

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4.0 out of 5 stars Very informative May 23 2014
By ck022
Format:Hardcover|Verified Purchase
Definitely an informative book. There's lots in it and it's not always easy to get to the relevant pieces given the breadth of the topic.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.5 out of 5 stars  22 reviews
16 of 16 people found the following review helpful
5.0 out of 5 stars This book is the real deal on pricing, pricing strategy, and tactics Feb. 26 2012
By Lincoln Park, Chicago - Published on Amazon.com
Format:Hardcover|Verified Purchase
This is the "real deal" book on pricing strategy and the actual tactics used with great examples. Gets you to think outside traditional thought lines and use pricing to deliver value.

This is techincally a college textbook inteneded for upper level undergraduate or MBA level classes, but it reads like a consumer title. Because it's a textbook, you'll see that it's 5th edition, and revised every couple years. As we all know, textbooks change very little from edition to edition. Save yourself money and buy the previous edition, new or used its about 50% or 75% off the price.
30 of 37 people found the following review helpful
5.0 out of 5 stars Value Pricing & Customer Value Management Can Transform Business Feb. 16 2010
By Steven Forth - Published on Amazon.com
Format:Hardcover
Disclosure - I worked with Tom Nagle, John Hogan and Joe Zale at Monitor Group and continue to work with them at LeveragePoint, where we are coding many of their ideas into software tools, so my review may be a bit biased.

This is a major update of the classic book on strategic pricing, a book that introduced many of us to the field and that taught us how to think about customer value and how it relates to price. In my case, this book also helped me to sharpen my understanding of pricing, segmentation and bundling and changed how I thought about sunk costs and pricing. If I had read this book ten years ago I would be a wealthier person today.

What's New in the Fifth Edition?

A completely new chapter on "Pricing Strategy Implementation" identifies the challenges involved in embedding strategic pricing principles within an organization and describes how managers can lead a structured change process to build a commercial organization more consistently focused on value creation, for the firm and its customers

The revised chapter on "Pricing Policy" provides a theoretically grounded framework to describe specific policies for managing price changes for a variety of situations including raw material cost increases, demand recessions, and new product launches.

The chapter on "Value Creation" for the first time addresses explicitly how to deal with value differently when it is driven by subjective psychological drivers (such as doing the right thing for the environment) rather than by tangible monetary drivers (for example, saves money on fuel).

The chapter on "Value and Price Communication" has been substantially revised to describe how to communicate value in a wide variety of product and customer contexts. It demonstrates how to target communications to affect specific behaviors throughout the customer's buying process.

The chapter on "Price Setting" has been expanded to provide a robust process for setting prices that can be widely applied both to consumer and business markets.

Throughout the book, we have updated examples with more topical illustrations of current pricing challenges (such as iPhone pricing, new models for pricing music, and services pricing).
6 of 6 people found the following review helpful
5.0 out of 5 stars Not a lot to say... Jan. 21 2013
By Jay Carr - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
I took a basic Econ class in college but recently got a job working in a pricing department at a fortune 500 company... Yikes, right? I had to learn about pricing quickly so I would have a framework to discuss pricing with my co-workers (I do the more technical side of reporting, so it's not strictly necessary I understand. But it sure helps :-).

I heard about this book via MIT's Open Courseware, where it is used in a grad level class on pricing. As you can imagine, I was intimidated since I'd only ever taken one, basic econ class in college. But I was desperate to learn and this book came highly recommended on just about every forum on pricing I came across.

And you know what? I have been floored by how accessible this book is. All of the concepts are neatly laid out, explained thoroughly and given relate-able business cases so you can understand the concepts and their importance to modern business practice. As a result I actually understand what market baskets are, why product differentiation matters to pricing and I'm starting to grasp how to implement new pricing structures in our ever expanding market. I feel like an actual asset to my team ;-).

I am very happy with this book and would recommend it to anyone who needs to lean about pricing. Totally worth the $50.
14 of 18 people found the following review helpful
4.0 out of 5 stars This is a book for CEOs, VPs of Sales, Marketing and Finance Oct. 12 2010
By Reg Nordman - Published on Amazon.com
Format:Hardcover
As my due diligence for a panel on pricing next week (Oct 20) in Vancouver ([...]) I have been reading Nagles 5th edition of his textbook on the subject and am thoroughly enjoying this book. It is as much the application of psychology as analytics. He makes the best arguments and execution strategies for value pricing I have ever read.

In his thoroughness I am finding lots of sales aha moments. These are the times when you encountered types of buyer and competitor behaviour, made a decision, learned to regret it, lost $$$$$$ , and over time developed/learned better responses. Nagle describes the theory behind why the better responses worked and how to improve even more . This is a very similar experience I had when first reading Geoffrey Moore. "All the time spent learning through doing when someone had already written this down". Of course had I known much of this sooner I would have been even more of a pain in the ass to my superiors/employers.

There may not be one book that contains everything on pricing, but this one comes extremely close. His generous use of examples pulls tired brains like mine through some of the numeric analysis. I know I will be a much better salesperson from reading this book. I suggest this is a book for CEOs, VPs Sales, Marketing and Finance in any type of company. Thanks Steven Forth for dropping this copy off to me.
2 of 2 people found the following review helpful
5.0 out of 5 stars Everything you ever wanted to know about prices July 2 2012
By Robert Kirk - Published on Amazon.com
Format:Hardcover
I thought this book was extremely useful and interesting. It really changed my perspective from one if it's first chapters. Businesses go about the wrong way of picking a price, costs + profit desired. This book really helped me look at the value add that your product/service provide and then picking the price. Great stuff!!! Also, there are few books written with such depth and usefullness in helping a business owner/manager pick a price. If you have a question, this book can answer it for you and that is the true measure of a great book.. Can it be useful.
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