Reading List

MK 3: PRICING FOR INDUSTRIAL PRODUCTS

1. Class Ppts.

2. Class Notes

3. HBR Notes (The Good-Better-Best Approach to Pricing; Note on Behavioral

Pricing; Precision Pricing for Profit in the New World Order; Pricing and
Market Making on the Internet)

4. Key Learnings from the Case Studies discussed in the Class (List given below)

5. Book Chapters as per list given below

List of Chapters:
Nagle, Thomas T. & Hogan, John E., The Strategy and Tactics of Pricing, Pearson
Education, India.

Topic Chapter No.

Strategic Pricing: Coordinating the Drivers of Profitability 1

Value Creation: The source of Pricing Advantage 2

Price Structure: Tactics for Pricing Differently Across Segments 3

Price & Value Communication: Strategies to Influence Willingness- 4

to-Pay
Costs: how should they affect Pricing Decisions 10

Price Waterfall Analysis Ppt. and McKinsey

Article “The
Power of Pricing”

Behavioral Pricing HBR Notes

1
CASE STUDIES
Nestle Maggi: Pricing and Repositioning Challenge of Recalled Product

Radiance: Transactional level pricing in Indian fireworks industry

Priceline.com: Name Your Own Price

Ludhiana City Bus Services Limited: Pricing for Profits

Ekohealth: Developing Price Structures

Pricing at Starbucks

Soap Wars

Pricing the EpiPen: This is Going to Sting

Basecamp: Pricing