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Pricing Strategies

Pricing Strategies
A Marketing Approach

First Edition

Other Titles in:
Marketing (General)

December 2011 | 416 pages | SAGE Publications, Inc

This book makes basic pricing concepts more accessible to business students through a simple unified system for the setting and management of prices. Robert M. Schindler demystifies the formulas used in pricing and shows students how they can do the math necessary for making effective price-related decisions. He demonstrates how pricing should be guided by the marketing concept, focusing on the needs and sensitivities of the customer, showing that an understanding of consumer behavior is central to core pricing questions. Chapters end with discussion questions and exercises to help reinforce what students have learned.


Key Features


• Provides a simple, consistent framework for setting and managing prices, applying Thomas Nagle's idea of a price-change breakeven analysis

• Uses intuitive mathematical techniques and only a small number of formulas and mathematical concepts, to reduce student anxiety and reinforce understanding

• Focuses on consumer needs and behavior, showing how the practice of pricing benefits from a customer focus as much as do marketing practices such as advertising or product design

• Includes examples and illustrations that students can relate to from retail businesses and small businesses that are easy to understand and illustrate basic pricing principles

• Grounds pricing discussion in practical theory, making consistent use of a small number of key concepts that students can master and therefore use


An Instructor Teaching Site at provides password-protected resources including PowerPoint slides, answers to chapter questions, full-text SAGE journal articles, teaching tips, and figures and tables from the book in any easily-downloadable format.

Chapter 1. Introduction: Pricing as an Element of the Marketing Mix
Part I – Setting of Initial Prices
Chapter 2. The Starting Point in Setting an Initial Price
Chapter 3. Assessing Value to the Customer
Chapter 4. Basic Pricing Strategies and the Use of Breakeven Analysis
Part II – Modification of Existing Prices
Chapter 5. Development and Use of the Generalized Breakeven Formula
Chapter 6. Predicting Price-Change Response: Economic and Competitive Factors
Chapter 7. Predicting Price-Change Response: Cognitive Factors
Chapter 8. Predicting Price-Change Response: Emotional Factors
Chapter 9. Empirical Measurement of Price-Change Response
Part III – Developing a Price Structure
Chapter 10. The Logic of Price Segmentation
Chapter 11. Time as a Price-Segmentation Fence
Chapter 12. Place as a Price-Segmentation Fence
Chapter 13. Pricing of Interrelated Products
Part IV – Broader Considerations in Pricing
Chapter 14. Interactive Pricing: Auctions and Negotiation
Chapter 15. Law, Ethics, and Social Responsibility in Pricing
Chapter 16. The Role of Price in Marketing Strategy

This book is consistent in its treatment, thorough, correct in scholarship, and well-researched. An impressive achievement given the breadth and complexity of the area.

Randolph E. Bucklin
Peter W. Mullin Professor of Marketing, Anderson School of Management, University of California, Los Angeles

In the marketing perspective, to understand the price, this book is very helpfull for MBA and PhD students.

Mr Mustafa Unsalan
Economics, Nevsehir University
June 12, 2015

The book is concise and provides a comprehensive work on the pricing policy. The best chapter is those with the empirical measurement of price-change response, which is targeted to students who want to deal with a particular aspect of pricing research. Unfortunately, the lack of suitable supplemental of spreadsheet models and/or case studies make the books unsuitable for courses in advanced marketing modeling.

Dr Marusya Smokova
Economics , D. A. Tsenov Academy of Economics
January 3, 2013

Very comprehensive, professional and easy to read textbook. Good for students and practitioners of management as well as financial advisors. The content and samples are very useful for business practice.

Dr Michal Buszko
Economics Faculty, Nicolaus Copernicus University
November 21, 2012

This book is suggested as supplementary for all marketing student who does not like the mathematical formula and calculation. It give you more understandable on price theory and calculation. The example is very useful and logic.

Dr Teerasak Jindabot
Business Administration , Prince of Songkla University
August 22, 2012

The book is well written and covers the areas I consider important. The quantitative elements are well presented and should be easy for my marketing students to follow.

Professor Robert Gerulat
Business Mgmt Economics Dept, Suny Empire State College - Frontier
October 27, 2011

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