Gurus On Marketing

NINE
Thomas T. Nagle
Nagle on pricing
Thomas T. Nagle is a professor in the School of Management, Boston
University and a President of the Strategic Pricing Group, Boston.
He made his mark from his publications on the subject of pricing.
His publications include:
Nagle Thomas T. (1987) ‘The Strategy and Tactics of Pricing: A Guide
to Profitable Decision Making’, Prentice Hall.
Nagle Thomas T and Holden Reed K. ‘The Strategy and tactics of
Pricing’, Prentice Hall.
Pricing is one of the four Ps of marketing. It did not gain much importance
for marketers till 1970s when it came to be realised that pricing
is not just about cost but it also incorporates perceived value by
customers and competitive positioning.
The following extracts come from: Thomas T. Nagle: ‘The Strategy
and Tactics of Pricing: A Guide to Profitable Decision making’.
(1987). Prentice Hall.
‘Marketing is a discipline of four coequal elements:
1 the product,
2 its promotion
3 its distribution and
4 its pricing.
NINE THOMAS T. NAGLE 127