Abstract
This article is dedicated to exploring the role of modern pricing policy in today's realities. It examines the main research and publications of domestic scholars-scientists, characterizes different interpretations of pricing policy, its methods, strategies, principles, and approaches, and defines the main features of a company's pricing policy in modern conditions. Attention is drawn to the significance of pricing strategy for companies in the context of globalization and increased competition in the markets. During the analysis of pricing, it considers contemporary pricing positions, taking into account not only internal management factors but also external influences, such as changes in demand, market conditions, and competitors' strategies. The article identifies the main functions of pricing policy, including profit regulation, market positioning, ensuring competitiveness, and stimulating consumers.
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