Issue 4, 2004

Gladkikh I. V., Svetlanova Zh. V. Pricing Research in Marketing: Content, History, Methodology

Market prices are the result of acting of pricing factors. Most of these factors are out of companies’ direct control. The consideration of pricing research as relatively separate dimension of marketing research emerges, first of all, from the need of information support for pricing decision making of companies, which are trying to use marketing approach in this functional sphere. In this paper the attempt is made to systematize pricing research, to work out key methodological approaches, which are in the base of methods, and also to carry out comparative analysis of particular pricing research methods relating to development of information support of price management system in companies.

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