 
Don't Just Set Prices, Manage Them Strategically
A Stanford University Executive Briefing
by Dr. Tom Nagle
How much should a company charge for its products or services? Many companies don't know how to answer this question, and instead let customers and competitors drive their pricing decisions. To keep prices consistent and profitable, companies need to adopt a consistent pricing structure. By strategically managing price structure, the pricing process, and value-based communications, companies can achieve greater profits.
Highlights from the briefing include:
- Four pricing strategies that marketers usually miss
- What today's supply chain managers have learned about driving prices
- When "price sensitivity" is actually a response to poor pricing policies
- How your pricing policies set expectations in the minds of your customers
- They myth that customers understand the value of what they're buying
- When you should NOT listen to your customers
Purchase a copy of Don't Just Set Prices, Manage Them through Kantola Productions at Kantola.com.
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