Pricing strategy is a research area within the field of marketing and economics that focuses on determining the optimal pricing of products or services in order to maximize profitability. This involves analyzing market demand, competition, costs, and consumer behavior to set prices that are attractive to customers while still generating profits for the company. Pricing strategies can include dynamic pricing, value-based pricing, penetration pricing, and skimming pricing, among others. Effective pricing strategies can help businesses gain a competitive edge, increase market share, and drive growth.