Basic Pricing, Marketing 

This book is an attempt to make basic pricing concepts more accessible to business school students, at both the undergraduate and MBA levels.
It is also intended to serve as a useful handbook for the thoughtful business manager, who may not have had the opportunity to take a college course in pricing. 

Preface
About the Author
1. Introduction: Pricing as an Element of the Marketing Mix
PART I. SETTING OF INITIAL PRICES
2. The Starting Point in Setting an Initial Price
3. Assessing Value to the Customer
4. Basic Pricing Strategies and the Use of Breakeven Analysis
PART II. MODIFICATION OF EXISTING PRICES
5. Development and Use of the Generalized Breakeven Formula
6. Predicting Price-Change Response: Economic and Competitive Factors
7. Predicting Price-Change Response: Cognitive Factors
8. Predicting Price-Change Response: Emotional Factors
9. Empirical Measurement of Price-Change Response
PART III. DEVELOPING A PRICE STRUCTURE
10. The Logic of Price Segmentation
11. Time as a Price-Segmentation Fence
12. Place as a Price-Segmentation Fence
13. Pricing of Interrelated Products
PART IV. BROADER CONSIDERATIONS IN PRICING
14. Interactive Pricing: Auctions and Negotiation
15. Law, Ethics, and Social Responsibility in Pricing
16. The Role of Price in Marketing Strategy
Index