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This third edition of the largest-selling book on pricing in both the academic and professional markets offers a practical and readable manager's guide to pricing. Some subjects discussed include costs and their effects on pricing decisions, financial analysis, influencing the purchase decision, and life cycle pricing. Other topics include value-based sales and negotiation, segmented pricing, pricing in the marketing mix, channel strategy, measuring perceived value and price sensitivity, and ethical and legal constraints on pricing. The authors are consultants and seminar leaders in business. Annotation c. Book News, Inc., Portland, OR (booknews.com)

Basic texts on marketing often refer to the "four P's" of the marketing mix: product, place, promotion, and price. In popular marketing literature, the importance of setting the "right" price is usually acknowledged, but little advice is given on how to determine that price. Harvard business professor Dolan is author of Managing the New Product Development Process (1993), and Simon is the German business consultant who wrote Hidden Champions: Lessons from 500 of the World's Best Unknown Companies (1996). Both have written numerous journal articles about price strategy. Here they team up to explain current pricing concepts and trends. They cover the mathematical foundations and relationships of price, cost, and profit and follow with discussions of international, nonlinear, and product pricing and price customization and bundling. They also consider the role of organizational and managerial structures on price setting. Although some of the information provided in this book will be of use to small businesses, its primary audience is managers in large organizations and students in business programs. David Rouse

A comprehensive, managerially-focused guide to formulating pricing strategy. Practical in focus and lively in style, this volume explains ideas and concepts that are essential to integrate pricing successfully into marketing strategy and that should be a part of every marketer's repertoire. Features numerous walk-through examples, illustrating how companies successfully implement pricing strategies.