TY  - BOOK
AU  - Nagle,Thomas T.
AU  - Müller,Georg
TI  - The strategy and tactics of pricing: a guide to growing more profitably 
SN  - 1138737518
U1  - 658.816  
PY  - 2018///
CY  - New York
PB  - Routledge
KW  - Precios
KW  - Mercadeo
N1  - Incluye bibliografía e índice
N2  - "Explains how to manage markets strategically and how to grow more profitably. Rather than calculating prices to cover costs or achieve sales goals, students will learn to make strategic pricing decisions that proactively manage customer perceptions of value, motivate purchasing decisions, and shift demand curves. This edition features a new discussion on harnessing concepts from behavioral economics as well as a more streamlined "value cascade" structure to the topics."--cover
ER  -