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Meet Dr. Thomas Nagle

Senior Advisor, Deloitte Consulting LLP

Dr. Thomas Nagle is a senior advisor of Deloitte Consulting LLP and a member of the Pricing and Profitability Management service offering within the U.S. Strategy service line Monitor Deloitte. Dr. Nagle has been consulting on pricing for nearly three decades and personally developed many of the analytical tools for strategic pricing. He has extensive experience helping corporate clients develop and implement profitable pricing and value communication strategies, most notably for industrials, medical products and information and is especially passionate about helping clients build marketing strategies and sales capabilities that drive growth in profits, not just sales.

Dr. Nagle founded the Strategic Pricing Group (now part of Monitor Deloitte) in 1987 soon after publication of the first edition of The Strategy and Tactics of Pricing. The book, translated into nine languages, remains a top­seller on pricing and a widely-adopted text on pricing at business schools. The fifth edition, co­authored with Joseph Zale, was published in 2010.

Writing frequently on pricing, Dr. Nagle is widely quoted in the business press. Several of his many popular articles have been recognized among the most influential in marketing literature. These include "Managing Price Competition," "How to Manage an Aggressive Competitor," "Pricing as Creative Marketing", "Economic Foundations for Pricing", "Financial Analysis for Profit-Driven Pricing", "Evening the Odds in Price Negotiation", and "Don’t Just Set Prices; Manage Them"." His articles have appeared in Business Horizons, California Management Review, Journal of Law and Economics, Journal of Business, Marketing Management, Pharmaceutical Executive, Sloan Management Review and Strategic Planning Management.

Dr. Nagle’s more recent work on "Advantage­based Marketing" focuses on how marketers can help their companies improve profitability by segmenting markets using operational criteria, not just external market criteria. That enables them to target and win disproportionate share among customers whom they can serve with competitive advantage.

Dr. Nagle has been a professor at the University of Chicago and Boston University. He has long served on the executive program faculty at The University of Chicago and the Management Centre Europe. He received his M.A. and Ph.D. in economics from UCLA and his B.S. in economics from Penn State University.

As used in this document, "Deloitte" means Deloitte & Touche LLP, a subsidiary of Deloitte LLP. Please see for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.

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