As textbook authors go, we are relatively young. Capitalizing on our youth, this textbook brings a fresh approach to the subject of agricultural marketing and price analysis at a time when we believe a new text is particularly warranted. Agricultural economics departments have steadily evolved, but in different ways across universities. Some agricultural economics departments have merged with economics departments or changed their departmental names to include “applied economics” or “natural resource economics.” For these departments, the distinction between agricultural economics and economics applied to other topics is less clear. Others have decided to place greater emphasis on agribusiness management and marketing. At these schools, lectures on economic theory are being replaced by practical agribusiness management topics. As a whole, agricultural economics departments today are less focused on the farm and instead pay more attention to the agribusiness sector and the consumer. Yet, most schools still offer courses in basic agricultural price analysis and agricultural marketing. Instructors are expected to cover all the traditional topics in addition to emerging areas of research. An effective textbook therefore needs to reflect these changes. Refocused academic priorities are not the only changes that should be brought to bear on a textbook of this nature. With the greater prevalence of computers in the workplace, college graduates should be prepared to conduct sophisticated data analysis. Student preferences for writing styles have also changed. It is a commonly held belief that students are less inclined to read traditional textbooks; yet we have found that these same students will read less formal economics texts such as The Armchair Economist, Freakonomics, and Naked Economics with great enthusiasm. This textbook discusses the topic of traditional agricultural marketing and price analysis, while being mindful of how the world has changed over the past several decades. We focus some complex topics including general equilibrium models, game theory, and econometrics; however, our aim in this book is to engage students with very little exposure to economics and with only a basic grasp of algebra