Marketing Management (15th ed.) by Kotler, P. & Keller, K.L.Please read Chapter 12- Addressing Competition and Driving Growth.
Please read Chapter 16- Developing Pricing Strategies and Programs.
Note: Recommended reading: Chapter 10- Crafting the Brand Positioning and Chapter 13- Setting Product Strategy.
Physical copies of an older edition of this text are available in the Bellevue University Library, however, the chapter numbers and content may have changed.
