Why do text messages cost money while e-mails are free, how does Apple persuade people to pay for music instead of downloading it for nothing... In this book, the author explains how value is perceived and why businesses set the prices paid. Rooted in the emerging field of behavioural decision theory, he reveals the secrets that multinationals - including Microsoft, Coca-Cola, Nestle, Nokia and Mercedes - are willing to pay millions for from so-called price consultants.
