marketing and sales

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

After reading this book, you will understand the pitfalls of pursuing market share at all costs and common mistakes businesses and sales people make when setting or negotiating price. You will view your current pricing structure 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 that can be served profitably.

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

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

"After reading this book, I was able to talk circles around the $20,000 "marketing consultant" we were considering."

believe it, it's that valuable!

For anyone involved in business this book gives very practical advice on not only the methodology for pricing new products but also changing the strategy of one's existing pricing policy.

Look for a sustainable competitive advantage, maximise contribution margin, concentrate on value and profitability and then market share will follow are some of the key philosophies contained in the text. Concerning the value of this book, it is worth the price alone just for the chapter on costings and formula for calculating what level of sales a company can afford to lose/must gain after a price increase/decrease in order to break even.

A common complaint about business books is that they are all OK in theeory but contain little in the way of explanations of how to implement - this book however offers not only theory and case study examples but also practical instructions on what needs to be done to improve pricing strategy. Overall very, very impressive and a must read for anyone involved in finance, sales or marketing functions. As someone has already said these guys really know their stuff and it works!!

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