The world's largest experts in the field of pricing have managed to find a middle ground between the rigor of classical theory and the wealth of practical experience. The result is this book, a work that covers all aspects of price management. Quantitative and qualitative pricing techniques and the most innovative developments in its theory and practice are presented here. Hermann Simon and Martin Fassnacht went beyond the traditional concepts of “price theory” and “pricing policy” and proposed a new term - “price management”, symbolizing a holistic approach to pricing strategy and its practical implementation. The authors of the book also remind us that in Ancient Rome the same word was used to denote both price and value - pretium. This fundamental concept is what determines the success of price management, where the buyer and seller act as one. Simon and Fassnacht provide numerous examples from their own extensive experience in research, consulting and teaching in different countries and gradually reveal to the reader the price management process, consisting of four stages: strategy, analysis, decision making and implementation. The authors take into account the characteristics of various sectors of economic activity, including the production of consumer goods and industrial products, the service sector and trade. In addition, the impact on pricing of technological innovations, including the Internet, new sensor and measurement developments, which determined the emergence of such pricing models as fixed rates, freemium, “pay per use” and “pay what you want” is considered. Other relevant ones are also touched upon. topics: new price metrics, big data, two-way pricing systems, negative prices and the sharing economy, as well as fundamentally new payment systems such as Bitcoin. Here is a real encyclopedia for leaders who understand that price is not just a means to extract short-term profit, but a tool that ensures sustainable growth of the company's shareholder value in the long term. This book should become a reference book for researchers, teachers and students of economic specialties.