Scientific monograph Pricing in Creative Industry provides a detailed view on the theory of price management in the specific area of business. The uniqueness of the researched area is given by the assumption that the price in this area of business covers more than the costs and expected profit, which is traditionally explained by the microeconomic and marketing theory. Price management in the creative industry is a relatively new area that is being addressed internationally by researchers and which goes beyond the microeconomic and marketing perception of price. The uniqueness and at the same time importance of this issue with a direct impact on the company profitability must be considered as a strategic pricing decision. Recent research highlights a wide range of issues, which not only concern the decisions on the concrete price level, but also go through all management functions. In this scientific monograph, we have analysed the issue of price management in the creative industry, which is considered as a new direction in theories of socio-economic development, and which draws attention to the importance of human creativity in business development.weiterlesen