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Smart Pricing: How Google, Priceline, and Leading Businesses Use Pricing Innovation for Profitability by Z. John Zhang, Jagmohan Raju

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Acknowledgments

An old Chinese saying has it that to be a scholar, you must read ten thousand books and travel ten thousand miles. We must have accomplished both a long time ago. However, only in recent years did we realize that we are so indebted to many scholars who had written the ten thousand books that we should repay the debt by contributing one. This urge has grown in recent years as the pricing classes we have taught for more than a decade have grown in popularity. Altogether, we must have taught pricing to four or five thousand people—from undergraduates, MBAs, and EMBAs, to professionals and business executives, both here in the U.S. and in other countries.

Writing this book has been a labor of love for us. In every chapter, we were ...

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