When a company wants to raise money by selling shares, or when a company/promoter wants to buy shares from existing shareholders, one important question arises: “At what price should the shares be sold or bought?” The answer is not always decided by simply choosing a number. Instead, the market can be asked: “How much are you willing to pay?” — this is the basic idea behind Book Building. “At what price are you willing to sell?” — this is the basic idea behind Reverse Book Bu