· Provides a simple, consistent framework, organized around setting initial prices, improving existing prices, considering different prices for different market segments, and considering product interrelations.

· Uses only a small number of mathematical techniques, which are explained intuitively, such as expected value, multiple regression, and a more general form of the familiar business technique of breakeven analysis.

· Considers pricing in the context of customer behavior by extensively reviewing behavioral research to demonstrate that, rather than being a footnote on the limits of rational pricing, psychological factors are central to core pricing questions.

· Places pricing on firm ethical grounds by showing how the management of pricing benefits from a sensitivity to, and continual consideration of, the feelings and needs of customers.

· Connects the wide variety of pricing practices to a small number of key ideas and relies on plain-language terms and examples that, even through our rapidly changing technological environment, are likely to endure.