FEATURES OF MARKETING MANAGEMENT ORGANIZATION AT PHARMACEUTICAL ENTERPRISES

Abstract

The article reveals the peculiarities of organization of marketing management at pharmaceutical enterprises and defines its place in achieving maximum economic efficiency. It is established that the role of marketing as a process begins with the study of demand and identification of customer needs/desires, and then supply - satisfaction of these needs/desires. It is proved that fundamental changes in the business environment are achieved through marketing management. Marketing management is aimed at ensuring the stability of all areas of enterprise activity in modern market conditions. In a broad sense, marketing management at pharmaceutical enterprises includes the use of various marketing tools to make pharmaceutical products available to customers. It has been found that a successful organization of marketing management at pharmaceutical enterprises will provide competitive advantages in achieving business goals by attracting new customers and penetrating new markets. The author proves that it is advisable for pharmaceutical enterprises to study the direction of practical application of a product/service, ways of its distribution, pricing, PR, advertising, branding, trade channels, use marketing communications and other types of interaction with customers. It is substantiated that marketing involves the actions of pharmaceutical marketers to create demand for goods/services, stimulate sales through their own marketing communications plan, along with market research, pricing, positioning and marketing policy. It has been determined that improving the system of organization of marketing management at pharmaceutical enterprises will help to successfully promote the organization and achieve a competitive position in the pharmaceutical market.