With the subject poised to occupy an important niche in B-school curricula, this path-breaking book, rich in textual detail, draws on a wealth of practical examples to illustrate the basics as well as the finer points of crucial decision making situations in the real estate business, such as: v Creating viable alternatives as substitutes for saturated markets.v Customizing products and services to meet the demand of new markets.v How to reach the customer in the best possible manner.v Pricing strategies that are irresistible. v Defining distribution channels to capture latent customer needs.This book will be an invaluable resource for students, faculty, as well as practitioners of real estate business.