Getting acquainted.

Browse through the book slowly reading the short one page overviews on the northern Thai product and services.
Next go through it again, reading the write ups on the 14 markets areas scattered around the city, their histories and what they specialize in.

Finding information on a specific subject.

Refer to the table of contents when seeking information on a specific subject i.e. ceramics, silk, leatherware, shipping etc. Read both the subject overview and, where applicable, the shopping tips page for that subject.

Finding an outlet for a specific product.
Finding a particular outlet.

Search the index at the back of the book where outlets are listed by category.
The name for each individual outlet is listed under its relevant category.
A map page and quadrant reference follows each listing (example 51/A4) directing you to the exact page and map quadrant on which that outlet is identified by its name and category icon.
Each market area is covered by one or more maps (A1, A2, A3 - depending on the area size). An overview of the maps for that market area precedes the 'one page' introduction to that particular market area section.
If the particular outlet also has an advertisement in Chiang Mai's Shopping Secrets, the page number (i.e. 32) on which the advertisement appears will be noted in brackets after the business name reference in the index section.

Finding an outlet from its advertisement.

A map page and quadrant reference (example P51A4) will appear on each advertisement directing you to the correct page and map quadrant on which that particular business is located.

Getting the best bargain, paying the right price.

Where possible, take the time to check comparable products and pricing over two or even three outlets, before buying any medium to high cost item.
Check on the vendor's returned goods policy - can you bring it back for a full refund within 24hrs if undamaged? Make sure you get a proper receipt.
If the item qualifies for a tourist refund of VAT (Value Added Tax) paid, and you in fact paid VAT, make sure you have a VAT receipt for it.

Planning a shopping programme.

Using the big 'pull out' map of the city and the area beyond, pencil in the general location of the shops you wish to visit in order of priority, then link them together using the most suitable roads and follow your route location by location.

Avoiding the commission traps.

If you are on a tour programme that combines visits to attractions with some shopping, then you simply cannot expect to be given a fully discounted price.
The same applies if you are taken to a shop by a taxi/tuk tuk driver or guide.
If you arrive on your own steam, or on a legitimate 'Bargain Hunter Shopping Programme', and are clutching your copy of 'Chiang Mai's Shopping Secrets', the outlet owner will know that the guide/driver do not expect a commission. He or she will expect you to negotiate a fully discounted price.
Such discounts range from 5-50%, depending on the outlet, the type of product, and the time of year. Bigger outlets (the tour buses are the giveaway) generally set their prices higher for the group tour trade so can give bigger discounts, whereas many boutiques set their base prices lower to attract savvy shoppers, and give smaller discounts.

Educating yourself on the shopping product.

The more you know about the product the better chance you have of finding a hidden gem or negotiating a bargain. The shopping tips section will help, but the 'for enquiring minds' section will 'educate you' on selected products.