The Strategy and Tactics of Pricing, Sixth Edition


The Strategy and Tactics of Pricing, Sixth Edition

Drive organic growth profitability through strategic revenue management

​Rather than calculating prices to cover costs or achieve sales goals, learn to make strategic pricing decisions that proactively manage customer perceptions of value, motivate purchasing decisions, and shift demand curves.

About the book

For almost three decades, The Strategy and Tactics of Pricing has served as the leading authority on strategic pricing. The sixth edition brings new perspectives, case studies, and updated approaches from this ever-evolving practice.


Co-authors Thomas Nagle and Georg Müller are two of Deloitte's thought leaders on the topic of pricing and revenue management, leveraging decades of experience in advising high-profile businesses on how to drive organic growth profitably through strategic revenue management. In the latest edition, they reiterate the need for seamless integration of strategic know-how, technology, and organizational design within a pricing strategy.


By drawing upon their expertise and the knowledge across several of Deloitte's practices, the authors have redefined the standard of how to achieve pricing success through the following:

  • Strategy: Delivering profitable growth via offer design, better value communications, and revenue model design
  • Technology: Building the tools needed to inform good pricing decisions
  • Organization: Designing the capabilities to operationalize the go-to-market strategy

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How to order

The Strategy and Tactics of Pricing: A Guide to Growing More Profitably is available in stores and through online retailers.

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Deloitte named a global leader in Talent & Workforce Consulting by ALM

We are pleased to announce that ALM Intel (formerly Kennedy) has named Deloitte a global leader in their report entitled Talent & Workforce Consulting 2017. The report notes: “Deloitte stands out not only for the depth and breadth of its talent and workforce capabilities, but also for its ability to coordinate these capabilities in service of a ‘future of work’ value proposition driven by analytics and compelling thought leadership.”

Source: ALM Intelligence; Pricing Consulting 2017; ALM Intelligence estimates © 2017 ALM Media Properties, LLC. Reproduced under license

About the authors

Thomas Nagle, PhD, senior advisor, Deloitte Consulting LLP

Tom founded the Strategic Pricing Group in 1987, soon after the publication of the first edition of The Strategy and Tactics of Pricing.

He has been a professor at the University of Chicago and Boston University and has long served on the executive program faculty at the University of Chicago and the Management Centre Europe.

A frequent public speaker on pricing and widely quoted in the press, Tom has served as keynote speaker at Professional Pricing Society, The Executive Board, and other executive conferences.

Georg Müller, PhD, managing director, Deloitte Consulting LLP

A leader of Deloitte's Pricing and Profitability Management practice, Georg helps firms develop and implement top-line margin improvement strategies across a wide range of sectors. Specific projects have included new product introductions, managing price wars, designing new and disruptive revenue models, and leading change management efforts.

In addition to his work at Deloitte, Georg leads the executive development program for strategic pricing at the University of Chicago.

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The Strategy and Tactics of Pricing book cover

The principles of business profitability stressed in the Strategy and Tactics of Pricing make it an absolute must read for all business professionals who care about creating value and profitability for their organization. I have personally practiced the knowledge gained from The Strategy and Tactics of Pricing, operating in hyper-competitive business environments, with great success.

– Lynn Guinn, Global Strategic Pricing leader, Cargill

Read the chapter summaries below

For over three decades, this book has been the most influential and highly regarded reference for pricing professionals. New sections on today's most pressing business topics make it an indispensable tool to improve your company's performance.

– Kevin Mitchell, president, The Professional Pricing Society, Inc

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