Abstract:

The issue of pricing concerns every company. Every single company wants to realize its products on the market and achieve profit and growth. Price setting is therefore one of the most important decisions of every company as it affects consumer decision-making. Companies have a choice of different pricing methods for their products. The aim of our paper is a systematic literature review of price setting with an emphasis on individual pricing methods. The paper is divided into two parts. The first part deals with the theoretical background of pricing. Subsequently, in the second part of the paper, we analyse the development of the significance of price setting and its methods based on the development of the number of publications in this issue in the Web of Science database.