METHOD OF FORMATION AND CHOICE OF MANAGEMENT MEASURES OF MARKETING PHARMACEUTICAL ENTERPRISES IN UKRAINE

Abstract

In the article developed the method of formation and selection of measures to control the marketing of a pharmaceutical company. It allows according to the circumstances of the external and internal environment to identify strategic goal and the corresponding strategy to improve the use of marketing resources and also to choose the most appropriate and adequate managerial arrangements. The method of formation and selection of measures to improve the marketing management of a particular pharmaceutical company studied realized on pharmaceutical companies. Tools to implement the following measures referred indicators that reflect the quantitative and qualitative characteristics of the use of marketing potential of pharmaceutical companies, as well as potential components of marketing, which in this case are regarded as manageable parameters model of competitive strategies of pharmaceutical companies. For the purpose of determining the scheme of strategic relationship management measures that meet conservation strategy, with qualitative and quantitative indicators for their implementation.

Keywords

• marketing management
• system approach
• marketing potential
• competition
• strategy
• pharmaceutical company