If I understand correctly we are talking about "Advertise only" option for product (I used English locale).
If you do not wish to sell the product, just to display information about it, select the Advertise only check box. Your e-shop buyers won't be able to add this product to their carts.
If the product is set as an "advertise only" item and its price is set to ' 0 ' (zero), price is not shown for this product. For salable products with zero price, price is shown as ' 0.00 '.