Gábor REKETTYE and Jonathan LIU (2018). Pricing - The New Frontier. London: Transnational Press London, 320pp, ISBN: 978-1-910781-83-8. Gábor Rekettye and Jonathan Liu, both are senior professors respectively in Hungary and the United Kingdom with extensive experience of teaching at all levels and to different audiences, offer a comprehensive textbook on pricing aspects of the widely used marketing mix framework. The book recently received an academic excellence award from the Hungarian Sciences Academy. This is an accolade also reflecting the seniority of the authors. In 2003, Prof Gábor Rekettye received the highest scientific title in Hungary, ‘The Doctor of the Hungarian Academy of Sciences’ (DSc). In 2005, he was elected to Chairman of the Committee of Marketing Science at the Hungarian Academy of Sciences. In 2013 he received the Hungarian Order of Merit Officer Cross from the President of Hungary. Professor Jonathan Liu is the Lead on research and scholarship in the Faculty of Business and Management at Regent’s University London. He is the Editor-in-Chief of the International Journal of Business Performance Management. Jonathan Liu has published extensively including over a hundred articles and ten books.