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Marketing - Pricing


Stop Reacting to Buyers’ Price Expectations; Manage Them In this article adapted from the authors’ new book, The Strategy and Tactics of Pricing (Prentice Hall, 2010), co-authors Thomas T. Nagle, Joseph Zale and John Hogan explore how executives can create pricing policies that lead to profitable and productive customer relationships.

Good policies cannot magically make pricing profitable, but poor ones can certainly undermine your ability to capture prices justified by the value of what you offer. Good policies lead customers to think about the purchase of your product as a price-value tradeoff rather than as a game of manipulation to win at your expense. As such, they are an essential part of any pricing strategy designed to capture value and maintain mutually beneficial relationships. 2010






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Status: 09. April 2010