Abstract
The purpose of the research is to study the current trends in the pharmaceutical market of Georgia and to establish a marketing strategy based on market research. Study of marketing issues and development of recommendations for the development of the field. The subject of the research is the Georgian pharmaceutical market, which lacks a regulatory system, is not competitive and creates a danger for consumers. At present, the product- and supplier-oriented practices in the pharmaceutical market of Georgia definitely require a change of direction, and it is necessary to take into account the features of the market, which determine prospects in the direction of safe and rational pharmacotherapy. Pharmaceutical activity should be a patient-oriented and state-regulated field, the main goal of which is to provide the population with effective, safe, affordable and high-quality medicines. For all of this, it is necessary to properly describe the specific features of this field and the recommendations offered by the World Health Organization and the International Pharmaceutical Federation in the regulatory laws. Currently, the product and supplier-oriented practices in the pharmaceutical market of Georgia definitely require a change of direction and it is necessary to take into account the features of the market, which determine the prospects.
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