Preface . . xi

Introduction: The Cowboy and the Flapper . . 1
1 Horse Trading: Duping the Buyer . . 4
2 Retailing: Satisfying the Buyer . . 25
3 Cars: Joining the New Marketplace . . 41
4 Used Cars: Undermining the New Marketplace . . 63
5 The Triumph of the Price Pack: Selling the Deal . . 88
6 Bad Guys . . 115
7 Bargaining and Gender . . 138
Epilogue: Still Horse Trading in the Internet Age . . 164

Notes . . 175
Index . . 219