The Strategy & Tactics of Pricing explains how to manage markets strategically & how to grow more profitably Rather than calculating prices to cover costs or achieve sales goals students will learn to make strategic pricing decisions that proactively manage customer perceptions of value motivate purchasing decisions & shift demand curves This edition features a new discussion on harnessing concepts from behavioral economics as well as a more streamlined value cascade structure to the topics Readers will also benefit from Major revisions to almost half of the chapters including an expanded discussion of big data analytics & a revised chapter on Specialized Strategies which addresses timely technical issues like foreign exchange risks reactions to market slumps & managing transfer prices between independent profit centers A completely rewritten chapter on Creating a Strategic Pricing Capability which shows readers how to implement the principles of value-based strategic pricing successfully in their organizations In-chapter textboxes updated to provide walk-through examples of current pricing challenges revenue models enabled by an increasingly digital economy & advances in buyer decision-making explained through classic principles that still apply today Chapter summaries & visual aids which help readers grasp the theoretical frameworks & actionable principles of pricing analysis This comprehensive managerially-focused text is a must-read for students & professionals with an interest in strategic marketing & pricing A companion website features Power Point slides & an instructor's manual including exercises mini-cases & examination questions