Global Business Research Congress (GBRC), İstanbul, Türkiye, 26 - 27 Mayıs 2016, cilt.2, ss.118-126
Pricing is one of the marketing mix elements which least researched topic in the marketing literature. Pricing decisions have a huge impact on business success. Pricing has important role to execute business aims. The most difficult side of pricing is that how to harmonize business aim with pricing decisions. Thanks to this study, it is done a literature review about pricing which gradually become more important. By doing literature review it is analyzed researches about pricing in the literature and it is made a suggestion for future research. It is thought that this study contributes both executives in the institutions and academicians are interested in pricing topic.