The world's foremost expert on pricing strategy shows how this mysterious process works and how to maximize value through pricing to company and customer.

In all walks of life, we constantly make decisions about whether something is worth our money or our time, or try to convince others to part with their money or their time. Price is the place where value and money meet. From the global release of the latest electronic gadget to the bewildering gyrations of oil futures to markdowns at the bargain store, price is the most powerful and pervasive economic force in our day-to-day lives and one of the least understood.

The recipe for successful pricing often sounds like an exotic cocktail, with equal parts psychology, economics, strategy, tools and incentives stirred up together, usually with just enough math to sour the taste. That leads managers to water down the drink with hunches and rules of thumb, or leave out the parts with which they don't feel comfortable. While this makes for a sweeter drink, it often lacks the punch to have an impact on the customer or on the business.

It doesn't have to be that way, though, as Hermann Simon illustrates through dozens of stories collected over four decades in the trenches and behind the scenes. A world-renowned speaker on pricing and a trusted advisor to Fortune 500 executives, Simon's lifelong journey has taken him from rural farmers' markets, to a distinguished academic career, to a long second career as a

In this engaging and practical narrative, Simonleaves nothing out of the pricing cocktail, but still makes it go down smoothly and leaves you wanting to learn more and do more-as a consumer or as a business person. You will never look at pricing the same way again.

Hermann Simon is Chairman of Simon-Kucher& Partners Strategy& Marketing Consultants, which has 27 offices in 22 countries. He is the world's leading authority on pricing.

Simon was a professor of business administration and marketing at the Universities of Mainz (1989-1995) and Bielefeld (1979-1989). He was also a visiting professor at Harvard Business School, Stanford, London Business School, INSEAD, Keio University in Tokyo and the Massachusetts Institute of Technology. He studied economics and business administration at the universities of Bonn and Cologne. He received his diploma (1973) and his doctorate (1976) from the University of Bonn. He has received numerous international awards and honorary doctorates and was voted the most influential management thinker in German-speaking countries after the late Peter Drucker.

imon founded Simon-Kucher& Partners in 1985 together with two of his doctoral students. After advising the firm for a decade, Hermann left his academic career in 1995 to assume the full-time role as CEO of Simon-Kucher& Partners, where he led the firm's international expansion. When he left that role in 2009, Simon-Kucher& Partners had become the world's largest pricing consulting practice, active in all major industries. The firm has consulted with almost 100 members of the Fortune 500, some in decades-long relationships.

Simon has published over 30 books in 26 languages, including the worldwide