Building on a validated theoretical framework as well as on many case studies from different industries, the seminar will convey insights that go beyond the classical assumptions and tools of price research and strategy.Traditional price management and the formal modelling of optimal prices are based upon the assumption of a rational decision-maker. Although this simplification facilitates mathematical modelling and arithmetical price optimisation, it totally ignores potential margins that arise from the consistently suboptimal decision strategies of real-life customers.There are already a wealth of empirical findings and soundly based theories on this subject that are of immediate relevance to practice and that highlight potential margins that far exceed what can be revealed and used by employing classic methods.This 2-day training also intends to deliberately promote an exchange of participants