영문목차
CHAPTER 1. Strategic Planning: The Harvest of Your Potential=1
CHAPTER 2. Costs: How Should They Affect Pricing Decisions?=15
CHAPTER 3. Financial Analysis: Pricing for Profit=35
CHAPTER 4. Customers: Understanding and Influencing the Purchase Decision=73
CHAPTER 5. Competition: Managing Conflict Thoughtfully=119
CHAPTER 6. Pricing Strategy: Managing Your Market Proactively=147
CHAPTER 7. Life Cycle Pricing: Adapting Strategy in a Changing Environment=177
CHAPTER 8. Value-Based Sales and Negotiation: Influencing Customer Behavior=200
CHAPTER 9. Segmented Pricing: Tactics for Separating Markets=227
CHAPTER 10. Pricing in the Marketing Mix: Developing an Integrated Strategy=253
CHAPTER 11. Channel Strategy: Price Management=278
CHAPTER 12. Competitive Advantages: Establishing Foundations for More Profitable Pricing=305
CHAPTER 13. Measuring Perceived Value and Price Sensitivity: Research Techniques to Supplement Judgment=332
CHAPTER 14. Ethics and the Law: Understanding the Constraints on Pricing=369