Basic Concepts; Company Valuation Methods; Price-Earnings Ratio, Profita bility, Cost of Capital, and Growth; Splitting the Price-Earnings Ratio: Franchise, Growth, Interest, and Risk Factors; Market Value and Book Va lue; Dividends and Market Value; Interest Rates; Valuation Using Multipl es; Cash Flow and Net Income; Inflation and Value; Cost of Equity; Valua tions of Internet Companies; Proposed Measures of Value Creation, Econom ic Profit, MVA, CVA, CFROI, and TSR; EVA, Economic Profit, and Cash Valu e Added do not Measure Shareholder Value Creation; The RJR Nabisco Valua tion; Valuation and Value Creation in Internet-Related Companies; Discou nted Cash Flow Valuation Methods; Optimal Capital Structure; Financial L iterature about Discounted Cash Flow Valuation; Application of the Diffe rent Theories to RJR Nabisco; Eight Methods and Seven Theories for Valui ng Companies by Cash Flow Discounting; Real Options; Valuation of Brands and Intangibles; Appendix A: Capital Asset Pricing Model (CAPM).