For undergraduate introduction to Market Pricing courses. A comprehensive and practical, step-by-step guide to pricing analysis and strategy development. The Strategy and Tactics of Pricing shows readers how to manage markets strategically--rather than simply calculate pricing based on product and profit--in order to improve their competitiveness and the profitability of their offers. The fifth edition contains a new chapter on price implementation and several updated examples on pricing challenges in today's markets.

Chapter 1 Strategic Pricing
Chapter 2 Value Creation
Chapter 3 Price Structure
Chapter 4 Price and Value Communication
Chapter 5 Pricing Policy
Chapter 6 Price Level
Chapter 7 Pricing Over the Product Life Cycle
Chapter 8 Pricing Strategy Implementation
Chapter 9 Costs
Chapter 10 Financial Analysis
Chapter 11 Competition
Chapter 12 Measurement of Price Sensitivity
Chapter 13 Ethics and the Law