TY  - BOOK
AU  - Nagle,Thomas T.
AU  - Hogan,John E.
AU  - Zale,Joseph
TI  - The strategy and tactics of pricing: a guide to growing more profitably 
SN  - 0136106811
U1  - 658.816 
PY  - 2011///
CY  - Boston
PB  - Prentice Hall
KW  - Mercadeo
KW  - Toma de decisiones
KW  - Precios
N1  - Incluye bibliografía; Strategic pricing : coordinating the drivers of profitability -- Value creation : the source of pricing advantage -- Price structure : tactics for pricing differently across segments -- Price and value communication : strategies to influence willingness-to-pay -- Pricing policy : managing expectations to improve price realization -- Price level : setting the right price for sustainable profit -- Pricing over the product life cycle : adapting strategy in an evolving market -- Pricing strategy implemention : embedding strategic pricing in the organization -- Costs : how should they affect pricing decisions? -- Financial analysis : pricing for profit -- Competition : managing conflict thoughtfully -- Measurement of price sensitivity : research techniques to supplement judgment -- Ethics and the law : understanding the constraints on pricing
ER  -