O. Shy, How to price. A guide to pricing techniques and yield management, Cambridge University Press 2008

This article is a review of the book: O. Shy “How to price. A guide to pricing techniques and yield management” (Cambridge University Press, 2008). With this book, Shy pursues two goals. The first one is conceptual, and lies in the attempt of providing a unifying framework for contributions on yield management and pricing coming from different disciplines such us operations research, marketing and economics. The second one is pedagogical, in that the book is structured in a way to be suitable (possible with integrations) for teaching yield management courses both for undergraduate and graduate students in business and economics, and to be of interest for practitioners as well.