Selling prices... How to fix them? How to change them? How to adjust them? What is price differentiation and how to take advantage of it? What is revenue management? And how to use dynamic pricing in the modern business world where... there are no prices any more (in the classic meaning of this world)? All precise answers and 10 business cases - discussed and illustrated. Table of content: 1. Price and quality 2. Strategic meaning of the selling price 3. Fixing prices: general rules 4. Demand curve 5. Practice of defining prices by classic methods 6. Changing prices in time 7. Discounts 8. Prices fine adjustment 9. Conjoint analysis 10. Differentiation of prices 11. Yield (revenue) management 12. Capacity reservation 13. Dynamic pricing 14. Appendix: computer methods (example) 15. Index