The Strategy and Tactics of Pricing

Written for students and professionals interested in strategic marketing and pricing, Thomas T. Nagle and Georg Müller's text treats pricing as a strategic way to manage markets and grow profit. Rather than setting prices to cover costs or hit sales goals, readers learn to make pricing decisions that shape how customers perceive value, motivate purchases and shift demand curves. The topics are organized as a value cascade and draw on ideas from behavioral economics. Textbox examples apply the principles to current pricing problems and to revenue models made possible by the digital economy, and chapters include summaries and visual aids. Instructors get slides and a manual of exercises, mini-cases and exam questions.

CoSchedule chief executive Garrett Moon recommended it, giving his reason simply as the fact that pricing is hard.