Ценообразуване на услуги в България
Service Pricing In Bulgaria

Summary/Abstract: The article aims to find out how companies operating in Bulgaria determine the prices of their services. In this regard, a review is carried out of the theoretical and empirical research on service pricing, and the results are presented from an online survey including 100 managers/marketing directors of companies that operate in Bulgaria and offer services. The article establishes the pricing factors of substantial importance for the companies in the sector of services, the most common pricing objectives, as well as which pricing strategies, methods and tactics are applied. In addition, the most common reasons for price increase or reduction are considered.

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