Issue 1, 2013

Gladkikh I. V. Pricing Strategy: Concept, Content, Structure.

The paper attempts to analyze the concept, content and structure of the pricing strategy, as a function-level strategy. The author focused on the task of removing the logical contradictions that arise when different interpretations of such basic concepts of pricing, as pricing strategy and pricing policy. The author fully justified the idea that pricing strategy can be analyzed as a qualitative determination (what is meant by it?), as system integrity (what structural components and sub-systems it includes, and how they relate to each other?), as well as in terms of typology of main options of choosing the means to an end. To disclose the structure of function-level strategy, the author used the method of isolating and analyzing key questions that should be answered by managers. The author’s version of structuring the content of pricing strategy allows to answer the question: what it means to develop a pricing strategy. Keywords: functional-level strategy, pricing, pricing strategy, pricing policy,pricing decisions.

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