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1、TheStrategyandTacticsofPricingAGuidetoGrowingMoreProfitablyNagleHoganZaleFifthEditionPearsonEducationLimitedEdinburghGateHarlowEssexCM202JEEnglandandAssociatedCompaniesthroughouttheworldVisitusontheWorldWideWebat:www.pearsoned.co.uk?PearsonEducationLi
2、mited2014Allrightsreserved.Nopartofthispublicationmaybereproduced,storedinaretrievalsystem,ortransmittedinanyformorbyanymeans,electronic,mechanical,photocopying,recordingorotherwise,withouteitherthepriorwrittenpermissionofthepublisheroralicencepermitt
3、ingrestrictedcopyingintheUnitedKingdomissuedbytheCopyrightLicensingAgencyLtd,SaffronHouse,6–10KirbyStreet,LondonEC1N8TS.Alltrademarksusedhereinarethepropertyoftheirrespectiveowners.Theuseofanytrademarkinthistextdoesnotvestintheauthororpublisheranytrad
4、emarkownershiprightsinsuchtrademarks,nordoestheuseofsuchtrademarksimplyanyaf?liationwithorendorsementofthisbookbysuchowners.ISBN10:1-292-02323-6ISBN13:978-1-292-02323-6BritishLibraryCataloguing-in-PublicationDataAcataloguerecordforthisbookisavailablef
5、romtheBritishLibraryPrintedintheUnitedStatesofAmericaPEARSONCUSTOMLIBRARYTableofContents1.StrategicPricing:CoordinatingtheDriversofProfitabilityThomasNagle/JohnHogan/JosephZale12.ValueCreation:TheSourceofPricingAdvantageThomasNagle/JohnHogan/JosephZal
6、e173.PriceStructure:TacticsforPricingDifferentlyAcrossSegmentsThomasNagle/JohnHogan/JosephZale474.PriceandValueCommunication:StrategiestoInfluenceWillingness-to-PayThomasNagle/JohnHogan/JosephZale735.PricingPolicy:ManagingExpectationstoImprovePriceRea
7、lizationThomasNagle/JohnHogan/JosephZale996.PriceLevel:SettingtheRightPriceforSustainableProfitThomasNagle/JohnHogan/JosephZale1237.FinancialAnalysis:PricingforProfitThomasNagle/JohnHogan/JosephZale1478.PricingOvertheProductLifeCycle:AdaptingStrategyi
8、nanEvolvingMarketThomasNagle/JohnHogan/JosephZale1859.PricingStrategyImplementation:EmbeddingStrategicPricingintheOrganizationThomasNagle/JohnHogan/JosephZale20310.Cost:HowShouldTheyAffectPricingDecisions?ThomasNagle/JohnHogan/JosephZale22711.
