Includes index.

Why is movie theater popcorn so expensive? -- Why are we in business? -- Mind over matter -- The old business equation -- The new business equation -- Ninety-nine cents pricing, engagement rings, and the assumption of rationality -- The invisible hand : no one person knows how to make a pencil -- A tale of two theories -- Cost-plus pricing epitaph -- The wrong mistakes -- Price-led costing replaces cost accounting -- What and how people buy -- The value proposition -- The consumer surplus and price discrimination -- Customer segmentation strategies -- Price discrimination in practice -- There is no such thing as a commodity -- Bakers law : bad customers drive out good customers -- Ethics, fairness, and pricing -- Antitrust law -- Who's in charge of value? -- Pricing on purpose : getting paid for the value your company creates.