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Stop Reacting to Buyers’ Price Expectations; Manage Them |
In this article adapted from the authors’ new book, The
Strategy and Tactics of Pricing (Prentice Hall, 2010),
co-authors Thomas T. Nagle, Joseph Zale and John Hogan
explore how executives can create pricing policies that
lead to profitable and productive customer
relationships.
Good policies cannot magically make pricing
profitable, but poor ones can certainly undermine your
ability to capture prices justified by the value of what
you offer. Good policies lead customers to think about
the purchase of your product as a price-value tradeoff
rather than as a game of manipulation to win at your
expense. As such, they are an essential part of any
pricing strategy designed to capture value and maintain
mutually beneficial relationships. 2010 |
