Author:

Thomas T. Nagle, John E. Hogan, and Joseph Zale

Full Title:

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably

Synopsis:

Often regarded as the definitive resource on pricing, this book offers a rigorous, multidisciplinary framework for establishing prices that enhance profitability. The authors extend beyond traditional accounting methods to examine the interplay among psychological value, competitive dynamics, and internal cost structures. Central concepts include price sensitivity analysis, value-based market segmentation, and the Pricing Pyramid framework. The text underscores that pricing is a strategic instrument for influencing customer behaviour and managing competitive responses, presenting a systematic approach for organizations to capture the value they generate.