Few marketing managers think strategically about pricing, or manage their businesses so as to create the conditions that promote more profitable pricing. Their pricing decisions are generally made in reaction to a pricing problem. They arrive at those decisions by analyzing only the immediate affect on profitability. And, their decisions focus only on price. The Strategy and Tactics of Pricing (3rd edition) is a practical, accessible, managerially-focused guide to pricing as business strategy. It explores pricing strategy in the context of integrating cross-functional objectives. It demonstrates how to optimize long-term profitability by making price setting a part of a process and structure that is proactive. It examines proactive pricing as part of a market strategy that is value-based. And, it explains how to achieve long-term competitive advantage that is profit-driven rather than driven by sales or market share.