Pricing Policy in the System of Enterprise Marketing Management: Theoretical Foundations and Contemporary Approaches

Abstract

The purpose of the research is to provide a theoretical synthesis of contemporary scientific approaches to the formation of pricing management policy and to substantiate its role as an integrated component of marketing management under conditions of a dynamic market environment. The relevance of the research is driven by the fragmentation of existing scientific interpretations and the lack of a coherent approach to understanding this category in the context of strategic and behavioral factors of business development. The methodological framework of the study is based on general scientific and special methods of cognition of economic processes, including analysis and synthesis, induction and deduction, logical generalization, as well as systemic and comparative approaches. The application of these methods made it possible to analyze recent international and domestic scientific publications, identify conceptual differences in the interpretation of pricing management, and systematize them in terms of their compliance with the modern paradigm of marketing management. The study demonstrates that existing approaches to pricing management mainly focus on individual aspects of price setting and fail to provide a holistic understanding of this category. The expediency of integrating strategic, market-based, and behavioral elements within a unified managerial logic is substantiated. The systematization of approaches made it possible to identify their key limitations and to prove the advantages of a comprehensive managerial-systemic perspective, which ensures the coherence of pricing decisions with other marketing instruments. An author’s synthesis is proposed, revealing pricing management as an integrated system of decisions aimed at achieving long-term competitive sustainability. It is concluded that the transition from an instrumental to an integrated approach to pricing management is a necessary condition for enhancing the effectiveness of marketing management in contemporary conditions. The obtained results form a theoretical basis for further applied research and may be used in the development of marketing strategies that take into account consumer value, the competitive environment, and the strategic orientations of enterprise development.