This paper identifies the body of literature related to pricing that exists in 20 marketing or business journals … over 38,800 citations were made to 1945 articles that dealt with some aspect of pricing. Based on these data, we identify … within the domain of pricing have received most attention, and how these topics have evolved in three year periods. In …

Pricing is a key element of the marketing strategy. It does not require significant investments or resources, and is … perhaps the most accessible lever to manage profitability. Even minor fluctuations in pricing can have a significant impact on … both revenues and profitability. As such, lack of careful planning in pricing is a wasted opportunity. With this as a …

objectives. There are two main pricing strategies that firms may use to defend against a competitive market entry. The first of … these options, limit pricing (or entry deterring price), may be utilized prior to competitive entry. The second option …, aggressive (predatory) pricing, may be executed post-entry. The effectiveness of both of these options is still controversial …