Preface

The Preface to the Encyclopedia of Pricing outlines pricing as a multidisciplinary field integrating insights from marketing, psychology, strategy, finance, operations management, and technology. Highlighting pricing's extensive influence, it presents the Encyclopedia as a comprehensive resource featuring contributions from globally recognized experts. This work explores pricing from strategic, psychological, cultural, financial, technological, ethical, and legal perspectives, emphasizing its critical role in influencing consumer behavior, market dynamics, and overall business outcomes. The preface acknowledges the contributors and editors, recognizing their essential roles in advancing the study and practice of pricing strategies and management. Pricing is the set of activities, capabilities and processes that includes the definition of list prices, the definition of pricing guidelines, the development of discounting guidelines, price approval management, price monitoring, the development of negotiation capabilities, information collection and diffusion, implementation of annual price adjustments, new product pricing, development of price lists for supplementary services, value quantification and the development of a pricing infrastructure (Hinterhuber, 2024). Pricing touches everything