For MBA or advanced undergraduate courses in Pricing Strategy or Pricing and Product Policy.
Practical in focus and lively in style, this text provides a comprehensive, managerially-focused, integrated, step-by-step guide to pricing analysis and strategy development.
Features and Benefits

NEW - Updated, practical guide to legal limitations on pricing written by a leading industry consultant and practicing attorney (Gene Zellic) on this subject.
NEW - New chapter on "Pricing in and through Channels of Distribution.".
NEW - Expanded and revised chapter on "Managing Value Perceptions and Price Expectations."
NEW - More, current examples particularly relating to e-commerce.

A lively writing style.
A conceptual/how-to approach- Covers the theory of pricing and contains step-by-step formulas and procedures that show students how to analyze a pricing problem and formulate a pricing strategy.
An integrated procedure for pricing that is consistent with the economics, but that also incorporates the psychological aspects of price sensitivity and the recognition that managers must make decisions with incomplete information.
Numerous walk-through examples.