TY  - BOOK
AU  - Nagle,Thomas T
AU  - Hogan,John E.
AU  - Zale,Joseph
TI  - The strategy and tactics of princing: a guide to growing more profitably 
SN  - 9780136106814
U1  - 338.52 21 ed.
PY  - 2011///
CY  - Boston
PB  - Pearson, Prentice Hall
KW  - Política de Precios
KW  - Mercadeo
KW  - Toma de Decisiones
KW  - Pricing
KW  - Marketing
KW  - Decision Marketing
N1  - Incluye referencias bibliográficas, índice, etc; Cap; 1; Strategic pricing: coordinating the drivers of profitability --; 2; Value creation: The source of pricing advantage; 3; Price Structure: Tacticsfor pricing differently across segments --; 4; Price and value communication: Strategies to influence willingness-to-pay --; 5; Pricing policy: Managing expectations to improve price realization --; 6; Price level: Setting the right price for sustainable profit --; 7; Pricing over the product life cycle: adapting strategy in an evolving market --; 8; Pricint strategy implementation: Embedding strategic pricing in the organization --; 9; Cost: how should they affect pricing decisions? --; 10; Financial anlysis: Pricing for profit --; 11; Competition: Managing conflict thoughtfully; 12; Measurement of price sensitivity research techniques to supplement judgment --; 13; Ethics and the law understanding the constraints on pricing
ER  -