Have you given Data Merge feature in InDesign a try?
It won't work from IDBC/SQL but you can get it working from an excel file.
One of the commercial catalog plugins is probably a better bet.
Yes I think that this is the way we will be probably go but not sure what the correct terms are for what I am looking for. Not sure if you are allowed to post examples of specific commercial plug ins here but if not, what should I search for. I know if sounds daft but it's a real case of not knowing what it is I am looking for. I am a complete InDesign newcomer who uses it at the moment for simple flyers etc so more than happy to find someone who can do the more complex stuff for me. The price lists will need to be done inhouse and on a regular basis.
Google InDesign Catalog Plugin and I think you'll find some relevant stuff. The three biggies are InCatalog, Smart Catalog and Easy Catalog.