In many modern markets the importance of price is continuously increasing. Price is a mirror of the value which products and services offer. Price differentiation reflects differences in perceived qualities, positioning strategies, and service benefits. This book is targeted at both academics and practitioners. Managers in marketing and controlling who are in charge of pricing analysis and decisions will benefit most. Many of the hundreds of managers who participated in our pricing seminars and worked with a German language version of the book were able to implement many of the procedures.