Zhegus O. Formation of marketing-oriented price policy in retail trade enterprises

Object - mechanism of forming price policy of the enterprise; aim - development of theoretic-methodical recommendations on substantiating marketing-oriented price policy of retail trade enterprises; methods - analysis and synthesis, system and complex, statistical, economic-mathematical, marketing; novelty - classification of price functions is improved, system of principles of price formation is suggested, ways of evaluating price poliсy formation are further developed; results - substantiation and development of theoretical statements and practical recommendations on forming marketing-oriented price policy, their inculcation into trade enterprises' practice and educational process; branch - trade and services enterprises.