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I need this, I need that...but there is always a price tag for every need, wants, demand, and supply. This inevitable market phenomenon cannot be overemphasized in the global supply chain. However, these price mechanisms have their roots in consumer behaviour of the buyer and seller per time, that results into mutual benefits in every financial and material transactions. This book is a text that contains everything you need to know about pricing in theory and in practice, irrespective of the technological changes that the global business and market ecologies have embraced inevitably over the centuries of human existence and civilization. Knowledge and education could be expensive, but ignorance in any field of human interests is cancerous. The author of this text presents to you a comprehensive compendium on the A-Z of price theory that promises to be a helpful companion to business students and scholars at all levels.