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The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) (Pie) (精装)
by Thomas T. Nagle, John Hogan
| Category:
Pricing, Product management, Marketing, Sales management |
| Market price: ¥ 725.00
MSL price:
¥ 618.00
[ Shop incentives ]
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| Stock:
Pre-order item, lead time 3-7 weeks upon payment [ COD term does not apply to pre-order items ] |
MSL rating:
 Good for Gifts |
| MSL Pointer Review:
One of those rare business books which is both academically sound and extremely practical, this book is the best pricing book hands down. |
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AllReviews |
1 2   | Total 2 pages 12 items |
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Guy Kawasaki, CEO, Garage Technology Ventures , USA
<2007-11-26 00:00>
The best book ever written about pricing is The Strategy and Tactics of Pricing by Tom Nagle and Reed Holden - these guys know their stuff and it works! |
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Philip Kotler, S.C. Johnson & Son Distinguished Prof. of International Marketing, Northwestern Univ., USA
<2007-11-26 00:00>
Most executives name pricing as their major challenge and major weakness. This book is an answer. It is full of new ideas arid insights. |
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Eric G. Mitchell, President, The Professional Pricing Society , USA
<2007-11-26 00:00>
For more than a decade, this book has been the most influential and highly regarded reference among pricing professionals. |
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Scott Heekin-Canedy, President and General Manager, The New York Times, USA
<2007-11-26 00:00>
The concepts espoused in this book taught us to focus on how we deliver superior value to our customers, and thereby enabled pricing strategies that have driven both our growth and profitability. |
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Mark A. Kopelman, Vice President, Strategy and Marketing, RR Donnelley , USA
<2007-11-26 00:00>
...a roadmap to profitable growth, this book helps you put the theories into practice and deliver measurable results.
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Keith Bradley, President, Ingram Micro, North America, USA
<2007-11-26 00:00>
Concepts described in this book were instrumental in helping us align our offerings with the value they provide to our customers.
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Kent Dahlgren (MSL quote), USA
<2007-11-26 00:00>
Yes, I admit. I'm the guy who slouched in the back row of accounting classes, honestly never scoring higher than maybe a "D". Accounting is hard, dude. TCP/IP is fun; credits and debits aren't.
Eventually, however, life dragged me into situations that required an understanding of this stuff... not general theory: I needed to intelligently price my products and services. A friend recommended the book, and even though I initially found it hard, I can't stop referencing and re-reading it.
I had to re-read the first three chapters, to gain a growing awareness of just what the hell these guys were talking about, because at first their flavor of English was as impenetrable as legalese.
But man, what got me to re-read these chapters was a clear understanding that this book was going to provide immediate applicable benefit. It was therefore well worth the investment.
Now that I'm acquainted with what they call English I've found the book wicked powerful. The book features so many math tools I've found myself pulling this book off the shelf, sometimes daily when need be. And I sound smart, which is good for my fragile ego.
My friends have given me a rich share of hell for reading this baby. You may consider putting another cover on the book so you don't look like a goon, boning up on pricing strategies while your friends are fishing. |
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Serge J. Van Steenkiste (MSL quote), USA
<2007-11-26 00:00>
Thomas Nagle and Reed Holden successfully demonstrate with practical examples that strategic pricers are diplomats rather than generals, contrary to common belief. Diplomats know that initiating price discounts can undermine the profitability of their business. Price cutting unduly focuses the attention of the customer base on their wallet rather than the value of the product offering to their life/business. Diplomats will carefully look not only at the short-term gain, but also at competitors' long-term reactions to measure the impact of such a move on the bottom line.
Furthermore, diplomats do not share the misconception of generals that the ultimate winner must meet every challenge. Diplomats will integrate the product's relevant costs, the customer segments' price sensitivity and the behavior of the competition in their marketing plans. The analysis of those factors will then allow diplomats to weigh the costs and benefits of competition and only fight battles for which the likely benefits are greater than the likely costs. Nagle and Holden also stress the importance of establishing pricing policies consistent with the plans, especially when there is no fixed-price policy. Diplomats must give salespeople incentives to make profitable sales, not sales for their own sake. Salespeople will adapt their sales pitch to the different price sensitivity of price buyers, loyal buyers and value buyers. Nagle and Holden draw the attention of their readers to the fact that a product's price influences the market's perception of its features and benefits and those of other products with which it is sold, the effectiveness of its promotion, and the interest it generates in channels of distribution. They observe that the opposite is also true. Furthermore, Nagle and Holden look at the impact of the choice of an independent channel of distribution on corporate pricing policy. Diplomats must be attorneys specializing in legal pricing or at least hire one. They must consider not only what is profitable, but also what is legal and ethical in establishing pricing policies towards channels of distribution, end users, and competition. Pricing is such a legal minefield that both authors dedicate one chapter of their book to that delicate subject. Nagle and Holden also challenge another idea that many marketers share: The key to profitability is to achieve a dominant market share. Most companies in competitive markets try to be all things to all people rather than excel in serving the needs of particular customer segments. Both product differentiators and cost leaders have demonstrated that targeting a segment of customers and focusing on them pays off handsomely.
A third edition of this book integrating the impact of the New Economy on pricing should be a welcome update to that masterpiece. To summarize, The Strategy and Tactics of Pricing is a must read for anyone involved or interested in pricing. The content is so rich that I am still discovering new aspects about pricing two years after I read the book for the first time. |
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Reed K. Holden (MSL quote), USA
<2007-11-26 00:00>
Too many firms in the world today have problems with pricing. The impact of those problems is that these companies lose millions of dollars of profit opportunity every day. We wrote this book to get people to realize that pricing is often the lightning rod and symptom of other problems in companies. The true problems often lie in other areas such as sales, finance, production, marketing and management.
To make matters worse, managers tinker with price rather than understanding and addressing the real problems. They do this because pricing is the easiest and fastest thing to fix (usually lowering it). Those price fixes often provide the least sustainable advantages for companies. For example, salespeople are often incented to use price as a tactic to close a sale rather than to use an in depth understanding of the product's value to convince the customer that the price is fair. Managers exacerbate the problem by a) giving salespeople the right to lower price and b) insisting that they never lose an order on price. Customers learn to take advantage of these tactics by always asking for lower prices. The more they use this tactic, the better they get at it and the more sellers think that they have no choice but to get beat up by customers. Game, point and match to the customers - but, they're not the problem!!!
Read this book and learn to ask more strategic questions around price. Learn to adopt compatable goals so that everyone in the organization works to a common one - profit!
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A reader (MSL quote), USA
<2007-11-26 00:00>
If you sell ANY product or ANY service and your competition reads this book before you do, watch out! You absolutely MUST get and read this book. It's LOADED with solid, meaty real world techniques that can really help you. You will probably find this book a real eye opener. It will help you make wise pricing decisions and show you unexpected ways to save your business from what could otherwise be failure. Don't let the price tag keep you from getting this book. It's worth many times its modest price. Get it, read it, and profit from it. |
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1 2 | Total 2 pages 12 items |
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