"If you want to understand the bewildering complexity of consumer markets, financial markets and beyond, the traditional textbooks or theories wouldn't help much. This book presents a new market theory in which information plays the most important role. We portray the markets with three categories of actors, consumers, businesses, and information intermediaries. As a reader you can figure your own role, and with the analysis and examples from the real-world economy, you should be able ask new questions and draw your own conclusions. The aim is to stimulate the reader's own thinking, either you are a consumer on the high street, an investor on Wall Street, a policy maker in the government armchair, or an entrepreneur dreaming to make the next big thing in the world. This book should also stir up academic debates as the claims and conclusions are often at odds with the mainstream theory"--