Synopsis Pricing is a crucial element of the marketing mix. Three of the 4 Ps in the marketing mix-Product, Place and Promotion-involve costs. The fourth P-Price-is related to revenue. When judiciously executed, pricing optimizes the profitability of the firm. Pricing in many product categories, especially services, is flexible by default. This book throws light on important aspects, such as consumer-led pricing, implications on revenue management, opportunities and risks, information systems, benefits & applications in retail, online (B2B and B2C), airlines, hotels and insurance.