If you are an enterpreneur and you want to know how to price your product, don't look any further this is the book you are looking for. The chapter about costs has an MBA level and it will give you a lot of good ideas of how to improve your busines operation.

I updated from the 2nd edition I bought years ago. I'm glad to see the focus on value-based pricing. I was a little disappointed that it gets a bit repetitive on calculating price changes and it would be useful to see more examples on calculating the initial price when you really don't have much data to go on.

I have spent over 30 years in computer software sales, pricing, and terms and conditions. This book resonates with me, specifically with it's emphasis on sustained company profitability rather than get rich quick pricing. It's comprehensive, not specialized to any specific product set or industry, and nothing I read failed to make sense to me, based on my experience.

If you are interested in this topic, there is no better work I know of to give you both practical and good theoretical advice.

This book is one of the best in pricing. It is used as a textbook in business schools and highly recommended by consultants.
Unfortunately, it took 10 days to arrive using standard shipping.

This is the reference book of many of the best MBA courses in US, and when I started the reading, I realised why. It's written in a very easy way, and covers all the topics on pricing: strategy of pricing, segmentation, unbundling products and finally emotional pricing.

I have never readen any princing book before. At first, I thougt it would be hard to read, difficult to understand and almost all full of mathematics. This book is not so. In fact, the authors try to explain all the topics by words, not by numbers.

Actually, princing managers tipically try to find diverse formulae to apply to price their items. Nevertheless, this book teaches you that it is one of the ways, but pricing a product is much more than using a formulae...it is strategy and psicology as well!!!

I bought a second copy of this book after loaning it to too many people to know who had had it last.

The book is not light reading, is highly technical and has more than a little math to comprehend. But, it is worth it.

The strategic thinking is very focused.

If you are stuck on how to price your product or how to combat price competition, read this book.

We have the challenge of taking new products and services to the marketplace and really were looking form some guidance on a place to start. The area we are working in is really developing a new market as well. So we were wondering "What Price do we place on these product and services?"



We could not afford the experts on pricing (aka Strategic Pricing Group now part of The Monitor Group). And were looking for a place to start. All research including reviews from Amazon pointed us to start with this book. To myself and our endeavor, it the first 3 weeks of owning the book, I have read several chapters multiple times and the foundation framework on pricing is shares has already proven to be worth many times the price of the book.



On top of it, it is easy to read. Thanks to the people who took the time to make this book.

We have the challenge of taking new products and services to the marketplace and really were looking form some guidance on a place to start. The area we are working in is really developing a new market as well. So we were wondering "What Price do we place on these product and services?"

We could not afford the experts on pricing (aka Strategic Pricing Group now part of The Monitor Group). And were looking for a place to start. All research including reviews from Amazon pointed us to start with this book. To myself and our endeavor, it the first 3 weeks of owning the book, I have read several chapters multiple times and the foundation framework on pricing is shares has already proven to be worth many times the price of the book.

On top of it, it is easy to read. Thanks to the people who took the time to make this book.

This book is a great guide to the topic of pricing. I'm an MBA student and I believe students as well as professionals can benefit from reading this book. It contains structures and frameworks to work out a tailored pricing strategy and they all make sense. Lots of good examples from business practice illustrate the application of the theories.
The book is relatively quantitative for a marketing book, which I find great because there is no argumentation based on psychology and belief, but on quantifiable parameters - one can see the consulting practice of the authors.
What the book pretty much lacks is a citing of new academic research studies of the topics discussed. There are extensive references, however.
All in all a great book to newcomers in pricing as well as experienced pricers.

This book is a great guide to the topic of pricing. I'm an MBA student and I believe students as well as professionals can benefit from reading this book. It contains structures and frameworks to work out a tailored pricing strategy and they all make sense. Lots of good examples from business practice illustrate the application of the theories.
The book is relatively quantitative for a marketing book, which I find great because there is no argumentation based on psychology and belief, but on quantifiable parameters - one can see the consulting practice of the authors.
What the book pretty much lacks is a citing of new academic research studies of the topics discussed. There are extensive references, however.
All in all a great book to newcomers in pricing as well as experienced pricers.

This is one of the best books in pricing. My Pricing professor recommended that I buy this and said that marketing managers regularly refer to this book in practice. This is a great buy.

Worth buying it. Good and useful material.

I received the book in the condition I expected and in the time I expected.

I received the book in the condition I expected and in the time I expected.

The Strategy and tactics of pricing a Guide to Profitable Decision making is the best book of Pricing concepts I have found anywhere.

I specially have enjoyed the holistic approach to Pricing as a strategic tool in making Profit Through value and pricing decision. This is much more than average pricing books has to offer.


I have also found useful writer's site strategicpricingroup.com
Below is excerpt from write's fourth edition (in brackets chapter numbers from 3rd). Book has overgone a major update.


The Strategy and Tactics of Pricing 4th edition:

A Guide to Profitable Decision Making
by Thomas T. Nagle and John E. Hogan
"The Bible of Pricing," provides a comprehensive overview of pricing strategy in an easy to read, pragmatic style.Chapters include:

1. Tactical Pricing (4)
2. Pricing Strategy (6)
3. Value Creation
4. Price Structure
5. Price/Value Communication (8)
6. Pricing Policy (8)
7. Price Level
8. Costs (2) (6)
9. Financial Analysis (3)
10. Competition (12)
11. Pricing in Distribution Channels (11)
12. Pricing Over Product Lifecycle (7)
13. Price/Value Measurement (13)
14. Ethics and the Law (14)

The book is an excellent tool to learn more about pricing and the tactics around this topic. Easy to read and very practical into the knowledge of pricing. I would definitely recommend to buy it.

Exhibit 1-3 on page 9 of this new edition identifies three guiding principles of strategic pricing: (1) it must be value-based, which puts customers' perceptions at the heart of the process; (2) it must be profit-driven, a vital element for any business; and (3) it must be proactive--meaning marketers should not simply react to competitors' pricing moves.

As simple as this may sound, it's actually tricky to accomplish all three unless you follow the principles in this compact but detailed text.

If you need to know how to calculate breakeven sales volumes, cost factors, and channel pricing, this is the book for you. Exhibit 7-1 (on page 126) is particularly helpful for determining how to manage the price-setting process. I recommend this text for any executive who wants to avoid the "throw a dart" method of pricing.

Nagle's book has become the defacto standard for value-based pricing. Prior to Nagle, value-based pricing was the holy grail of New Product Development.

The Strategy and Tactics of Pricing give you the tools to more effectively price your products to reflect the true value and provide maximum returns. This book is a must for anyone involved in the pricing decision.

This book is packed with very useful advice. It forces you to consider aspects of pricing that would typically be ignored. As a bonus, the book doesn't read like a textbook.

From my blog http://jimestill.blogspot.com/: One of the books he recently loaned me is called "The Strategy and Tactics of Pricing" by Nagle and Holden. It is a highly technical read - a bit like a text book.

Pricing is a challenge in computer distribution. Our margin is so thin. Much of the book is about companies with more differentiated products and hence higher margins. Our industry is one of almost perfect competition. My challenge is to try to offer customers great value while at the same time making a fair profit. A 0.1% change in price in our industry can make the difference between profit and loss.

I am a big believer in competitive advantage. Being the lowest price without the lowest cost is a recipe for failure.

This is the book for anyone who wants to "get it" when it comes to truly understanding the science and art of pricing.

I have an MS in Economics, and the discussion is clear and readable, with loads of ideas you can apply immediately.

Well worth the money.

The Strategy and Tactics of Pricing stands out as one of the best business books I've read. The Nagle book elevates the subject of pricing to the level it deserves, and moves it from the realm of art, to science.

Oftentimes, business texts will represent themselves as technique guides, when in reality, they do nothing more than introduce concepts. Not true here. There's nothing fluffy or superficial about Strategy and Tactics of Pricing. You'll want to immediately put this stuff into practice. Loads of solid, thought-provoking material.

The authors move methodically through the subject matter, which contains both exhaustive explanations and formulas that the reader can apply when analyzing or setting price. There's even a chapter devoted to the legal aspects of pricing.

This is a practical text that the marketing pro will reference again and again.

A must-have practical guide for any marketing executive, interested in improving his organization's performance.

One of the most focused book I have read recently. If anyone wants to learn about the factors influencing pricing strategy or developing right value proposition for their pricing decisions, this is the book. A must read. If you're skipping it then I would say that you are missing something.

Strategy and Pricing is the comprehensive work on pricing, with hundreds of chapter sections dealing with academic and business elements of pricing. The scholarly nature of the book is exhaustive. Of the three major price works ("Strategy and Tactics", "Power Pricing" by Dolan, and
"Winning the Profit Game. Smarter Pricing, Smarter Branding" by Docters, et al) I think Prof. Nagle has the definitive treatise. For those who like a more prescriptive discussion of price, and some leading edge ideas, "Winning the Profit Game" might be a better read. Power
Pricing is perhaps better at organizational issues. The Docters book is the easiest read, with some humor along the way.

Easy to understand. Great real life examples. A must have for anyone in marketing or sales.

If you're looking for a very technical book on pricing, this is a good choice. This book offers some fresh thoughts. I also like High Intensity Marketing by Idris Mootee which provides some clear thoughts and very fresh ideas on many areas of marketing from pricing to branding. If you're looking for a more balance brand management overview, suggest to go for David Aaker's books, some Kotler's books or Idris Mootee's High Intensity marketing and finally read this one to have a holistic idea on pricing.

If you sell ANY product or ANY service and your competition reads this book before you do, watch out! You absolutely MUST get and read this book. It's LOADED with solid, meaty real world techniques that can really help you. You will probably find this book a real eye opener. It will help you make wise pricing decisions and show you unexpected ways to save your business from what could otherwise be failure. Don't let the price tag keep you from getting this book. It's worth many times its modest price. Get it, read it, and profit from it.