Over the years, this book has benefited from the influence and efforts of individuals too numerous to mention here. Nevertheless, we would be remiss in not acknowledging a few whose contributions have been either very large or new to this edition. Professor Gerald Smith"s contributions to three prior editions of this book and the instructor"s manuals are still reflected in the current ones. Michael Goldberg of Monitor Group was a diligent researcher, copy editor, and administrator without whose incessant prodding this edition would still be "in process." Georg Muller and Tony Seisfeld of Monitor Group and Paul Boni of Grail Research drew from their experience in pricing research to update our chapter on "Measurement of Price Sensitivity." Eugene Zelek of Freeborn and Peters once again shared his knowledge of pricing and the law to keep that chapter current. We would also like to thank our colleagues at Monitor Group who, since the previous edition, have taught us the concept of the...