This volume is designed for MBA or advanced undergraduate courses in pricing strategy or pricing and product policy. Practical in focus and lively in style, the book provides a comprehensive, managerially-focused, integrated, step-by-step guide to pricing analysis and strategy development. New to this third edition are: an updated, practical guide to legal limitations on pricing; a chapter on pricing in and through channels of distribution; an expanded and revised chapter on managing value perceptions and price expectations; and more examples particularly relating to e-commerce.