This Chapter examines contemporary trends in development and implementation of the pricing strategies. Pricing structure, pricing taxonomy, product lifecycle-based pricing strategies, and pricing and profitability are the core topics addressed in this chapter. The discussions on the pricing taxonomy include value and skimming strategy, paywall pricing strategy, and dual standards in pricing. The section on pricing and profitability discusses developing pricing strategies in the context of standard and incremental mark-ups using the price waterfall model. This chapter aims to develop knowledge and skills on various pricing strategies with regard to sustaining the market competition, enhancing market share, and profitability of the company. Developing pricing strategy and the role of artificial intelligence in pricing development process have been discussed in this chapter. The brief case studies include Dollar Tree—the bottom-line price competition and AMUL India—pricing under competition.