Erik Haugom is Professor of Business Administration at the University of Inland Norway.Per Kristian Alnes is a senior researcher at the Eastern Norway Research Institute at the University of Inland Norway.

• 1. Introduction 2. Fundamentals of price theory 3. Segmentation and price differentiation 4. Break-even analysis 5. Price sensitivity and willingness to pay 6. Empirical estimations of price-response functions 7. Price optimization 8. Case study: optimal prices of movie theatre tickets 9. Markdown optimization 10. The hedonic pricing model 11. Revenue management 12. Big data and pricing analytics 13. Monte Carlo simulation for pricing decisions 14. Conjoint analysis for pricing decisions 15. Acceptance, ethics, and the law

Praise for the First Edition:'A refreshingly new approach to the teaching of pricing from a very practical point of view.'Nicholas Perdikis, Professor of International business, Aberystwyth Business School, Aberystwyth University, Wales, UK'This book explains the impact of pricing on companies’ profit in a highly accessible way. Excel examples help readers to further deepen their understanding of these topics. I highly recommend this book to anybody who wants to learn the basics of pricing analytics in a very short time.'Peter Molnar, Associate Professor at University of Stavanger, Norway'More and more businesses are embracing analytics. But not everyone can afford a price analytics software. This book is a good way to get started, learn, and practice the pricing fundamentals. The "cookbook" approach breaks down the barriers to getting started. Now every business professional can start answering real pricing questions by using a tool they are familiar with.'Stephan M. Liozu, Chief Value Officer of Thales Group'Essentials of Pricing Analytics is a valuable and original contribution to the pricing literature. Managers and academics will appreciate up-to-date tools that enable them to estimate demand curves, optimize prices, and increase profits. Highly recommended.' Andreas Hinterhuber, Associate Professor of Marketing, Ca’ Foscari University of Venice, Italy

Erik Haugom is Professor of Business Administration at the University of Inland Norway.Per Kristian Alnes is a senior researcher at the Eastern Norway Research Institute at the University of Inland Norway.

• 1. Introduction 2. Fundamentals of price theory 3. Segmentation and price differentiation 4. Break-even analysis 5. Price sensitivity and willingness to pay 6. Empirical estimations of price-response functions 7. Price optimization 8. Case study: optimal prices of movie theatre tickets 9. Markdown optimization 10. The hedonic pricing model 11. Revenue management 12. Big data and pricing analytics 13. Monte Carlo simulation for pricing decisions 14. Conjoint analysis for pricing decisions 15. Acceptance, ethics, and the law

Praise for the First Edition:'A refreshingly new approach to the teaching of pricing from a very practical point of view.'Nicholas Perdikis, Professor of International business, Aberystwyth Business School, Aberystwyth University, Wales, UK'This book explains the impact of pricing on companies’ profit in a highly accessible way. Excel examples help readers to further deepen their understanding of these topics. I highly recommend this book to anybody who wants to learn the basics of pricing analytics in a very short time.'Peter Molnar, Associate Professor at University of Stavanger, Norway'More and more businesses are embracing analytics. But not everyone can afford a price analytics software. This book is a good way to get started, learn, and practice the pricing fundamentals. The "cookbook" approach breaks down the barriers to getting started. Now every business professional can start answering real pricing questions by using a tool they are familiar with.'Stephan M. Liozu, Chief Value Officer of Thales Group'Essentials of Pricing Analytics is a valuable and original contribution to the pricing literature. Managers and academics will appreciate up-to-date tools that enable them to estimate demand curves, optimize prices, and increase profits. Highly recommended.' Andreas Hinterhuber, Associate Professor of Marketing, Ca’ Foscari University of Venice, Italy

Erik Haugom is Professor of Business Administration at the University of Inland Norway.Per Kristian Alnes is a senior researcher at the Eastern Norway Research Institute at the University of Inland Norway.

• 1. Introduction 2. Fundamentals of price theory 3. Segmentation and price differentiation 4. Break-even analysis 5. Price sensitivity and willingness to pay 6. Empirical estimations of price-response functions 7. Price optimization 8. Case study: optimal prices of movie theatre tickets 9. Markdown optimization 10. The hedonic pricing model 11. Revenue management 12. Big data and pricing analytics 13. Monte Carlo simulation for pricing decisions 14. Conjoint analysis for pricing decisions 15. Acceptance, ethics, and the law

Praise for the First Edition:'A refreshingly new approach to the teaching of pricing from a very practical point of view.'Nicholas Perdikis, Professor of International business, Aberystwyth Business School, Aberystwyth University, Wales, UK'This book explains the impact of pricing on companies’ profit in a highly accessible way. Excel examples help readers to further deepen their understanding of these topics. I highly recommend this book to anybody who wants to learn the basics of pricing analytics in a very short time.'Peter Molnar, Associate Professor at University of Stavanger, Norway'More and more businesses are embracing analytics. But not everyone can afford a price analytics software. This book is a good way to get started, learn, and practice the pricing fundamentals. The "cookbook" approach breaks down the barriers to getting started. Now every business professional can start answering real pricing questions by using a tool they are familiar with.'Stephan M. Liozu, Chief Value Officer of Thales Group'Essentials of Pricing Analytics is a valuable and original contribution to the pricing literature. Managers and academics will appreciate up-to-date tools that enable them to estimate demand curves, optimize prices, and increase profits. Highly recommended.' Andreas Hinterhuber, Associate Professor of Marketing, Ca’ Foscari University of Venice, Italy