MARKETING PRICING STRATEGY OF AN ENTERPRISE: A BIBLIOMETRIC ANALYSIS OF RESEARCH
Abstract
The article is devoted to the generalization and systematization of scientific research in the field of enterprise marketing pricing strategy in the context of the digital transformation of the economy. The purpose of the article is to identify key scientific trends, thematic directions, and research foci in the formation of marketing pricing strategies based on a bibliometric analysis of publications indexed in the international scientometric database Scopus. The research methodology is based on the application of bibliometric analysis, methods of scientific generalization and systematization, analysis of publication activity, keyword co-occurrence, and thematic clustering. The VOSviewer software toolkit was used to visualize and map the scientific landscape. The information base of the study consists of 220 scientific publications published in the period 1972–2026, selected using relevant keywords reflecting the issues of enterprise marketing pricing strategy. The research results indicate a steady increase in scientific interest in pricing strategy issues over the past decade, driven by the development of e-commerce, digital platforms, data-driven marketing, and algorithmic pricing. The bibliometric analysis made it possible to identify leading countries, publication sources, and the interdisciplinary nature of research in this field. Thematic clusters were identified that reflect strategic-managerial, behavioral, operational-economic, and analytical-modeling approaches to the formation of pricing strategies. The evolution of scientific foci from classical cost- and competition-oriented approaches to contemporary concepts of personalized, dynamic, and algorithmic pricing based on big data, artificial intelligence, and behavioral analytics was established. The practical significance of the research results lies in the possibility of their use as an analytical basis for the development and adjustment of enterprise marketing pricing strategies, taking into account current scientific trends, digitalization of business processes, and changes in consumer behavior, as well as for substantiating directions for further scientific research in this field.
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