Review of The Strategy and Tactics of Pricing: A Guide to Growing More Profitably (4th Edition) (Hardcover)

Written with great clarity, "The Strategy and Tactics of Pricing" is a phenomenal book.It begins with an explanation ofstrategic pricing, and proceeds to cover competition in the market place,segmentation of buyers, pricing and the marketing mix for industrial andconsumer goods, as well as the psychology of pricing.Also covered aremodels for determining price sensitivity, implications of sales staff pricesetting and negotiation, and finally, legal aspects of pricing.

Afterreading this book, you will understand the pitfalls of pursuing marketshare at all costs and common mistakes businesses and sales people makewhen setting or negotiating price.You will view your current pricingstructure and strategy in a new light, and be able to spot the weak spots. You'll have a better picture of how to attract the right buyers, those thatcan be served profitably.

The book indirectly touches on topics coveredin Co-opetition, and Thinking Strategically, as well as elements of theTheory of Constraints (see Eli Goldratt's "The Goal" and"It's Not Luck" or "Management Dilemmas" by EliSchragenheim)

I can't recommend this book highly enough.As for theother reader who states:

"After reading this book, I was able totalk circles around the $20,000 "marketing consultant" we wereconsidering."

believe it, it's that valuable!



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