定价的策略与战术
The Strategy and Tactics of Pricing
Thomas T. Nagle、Reed K. Holden、John Hogan · 初版 1987 年
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为什么值得读
- 讲透如何针对不同细分市场进行差异化定价
- 指出单纯按成本定价等常见商业策略误区
- 兼具理论深度与易读性，聚焦产品差异化价值
整本书是一部充满了当期实用案例的操作指南。正如第一版一样，The Strategy and Tactics of Pricing: A Guide to Profitable Decision Making 第二版展示了合理的分析本可以如何避免某些广为人知的定价失败，而在另一些案例中，又是如何指引企业走向盈利成功的！Nagle 和 Holden 提出了一套概念性方法，帮助读者学会如何“思考”定价，并提供了分步公式与实操流程，向读者展示“如何”分析定价难题并制定定价策略。涵盖的主题包括关于
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以一种奇妙的方式，这让我想起了《定价战略与战术》（The Strategy and Tactics of Pricing）[1]（容我解释一下）。在定价中，如果你跟其他厂商有共同的功能，那么这些功能就是大宗商品化的（commodities），基本上毫无价值。但那些唯独你拥有而别人没有的功能……
This reminds me of The Strategy and Tactics of Pricing[1], in a funny way (bear with me). In pricing, if you have features in common with other vendors then those features are commodities and basically valueless. But the features you have that no one else…
……提炼出了“创新变现的9条规则”，见 https://www.skmurphy.com/blog/2016/11/16/nine-rules-from-mon... 。关于定价有更好的书：如果想直接分析产品定价，托马斯·纳格尔（Thomas Nagle）的《定价战略与战术》是我读过的最好的一本。亚马逊链接在此：http://www.amazon.com/Strategy-Tactics-Pricing-Profitable-De...
…extracted "9 Rules for Monetizing Innovation" at https://www.skmurphy.com/blog/2016/11/16/nine-rules-from-mon... There are better books on pricing: for a straight up analysis of product pricing "The Strategy and Tactics of Pricing” by Thomas Nagle is the best book that I have read. It's on Amazon at http://www.amazon.com/Strategy-Tactics-Pricing-Profitable-De...
我由衷推荐《定价战略与战术》这本书：http://www.amazon.com/gp/product/0136106811/ 就书而言它相当贵，但非常物有所值。它不仅讲解了如何定出一个价格，还讲了如何在不同细分群体中制定不同的价格……
I can heartily recommend the book The Strategy and Tactics of Pricing http://www.amazon.com/gp/product/0136106811/ It's pretty expensive as far as books go, but very much worth it. It not only explains how to set a price, but also how to set different prices across segments,…
这篇文章比标题看起来要好。它总结了我在定价类书籍中读到的最重要的原则（其中我推荐《定价战略与战术》：http://www.amazon.com/The-Strategy-Tactics-Pricing-Edition/d... ）。直接照抄小标题里的定价错误（括号里是我加的）：* 你是基于成本定价（但成本会随销量而变化……
This is a better article than it sounds from the title. It sums up the most important principles I read in pricing books (of which I recommend The Strategy and Tactics of Pricing: http://www.amazon.com/The-Strategy-Tactics-Pricing-Edition/d... ) Just copying the pricing mistakes from the subheadings (parens are mine): * You’re pricing based on costs (but costs change with volume…
……定价——这门学问既是科学也是艺术——所包含的内容远比一篇文章能讲的要多。对于感兴趣的人，我建议找一本通俗易懂但又全面的定价理论和分析教材。纳格尔、霍根和扎尔合著的《定价战略与战术》是个极好的资源。（说到定价：如果可能的话买二手书，和大多数教材一样，它相当贵）。提个醒：阶梯定价和免费增值（freemium）模式一旦……
…pricing -- which is as much science as it is art -- than can be covered in an article. For those interested, I would suggest an approachable, but comprehensive text on pricing theory and analytics. "The Strategy and Tactics of Pricing" by Nagle, Hogan and Zale is a great resource. (And speaking of pricing: buy it used, if possible; like most textbooks, it's fairly expensive). One word of caution: tiered and freemium models are, once…
供参考，塞斯·高汀（Seth Godin）的书《所有营销人员都是骗子》（All Marketers Are Liars）也涵盖了你具体例子里的内容。它可能没有覆盖《定价战略与战术》其余大部分内容，不过在我看来，‘走极端’（going to the extremes）这个理念实在太重要了，光是为了这个点去读整本书都完全值得。
For what it's worth, Seth Godin's book All Marketers Are Liars also covers the material in your specific example. It probably doesn't cover most of what's in the rest of The Strategy and Tactics of Pricing, though imho the idea of 'going to the extremes' is so important that it's really worth reading an entire book just on that idea.