Table of Contents

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   Book Overview
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   Chapter 1 Oh Price: Prelude
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   Chapter 2 The Power of Choice
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   Chapter 3 The Color of Pricing
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   Chapter 4 Good Morning Coffee
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   Chapter 5 (In)dispensable Spicy Chicken Wings
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   Chapter 6 Grocery Box in Parts
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   Chapter 7 Random Thoughts Up in the Air
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   Chapter 8 Carpe Diem
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    Chapter 9 The Tale of the Midnight Diner
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    Chapter 10 The Burden of Fame
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    Chapter 11 A Pricing Perspective on Double Eleven
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    Chapter 12 The Premium Mass Product
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    Chapter 13 A Chilled Coke in Tehran
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    Chapter 14 We Love Dynamic Pricing
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    Chapter 15 The Conundrum of Price Cut
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    Chapter 16 Behind the Scenes of Price Elasticity
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    Chapter 17 Profit Phobia
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    Chapter 18 iPricing
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    Chapter 19 The Milky Solution to a Luxury Problem
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    Chapter 20 The Coffee Revolution
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    Chapter 21 The Woes of MUJI
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    Chapter 22 Why Do We Want Price Increases?
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    Chapter 23 The Moral of Pricing
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    Chapter 24 Price in Pieces
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    Chapter 25 The Pricing Stories Continue