Management and Marketing in Pharmacy - Part II Marketing in Pharmacy - Mnushko, Zoia Mykolaivna; Mnushko, Zoia Mykolaivna; Pestun, Iryna V.; Timanyuk, Iryna V.; Sofronova, Iryna V.; Aliekperova, Nataliia (Dialog, 2016)
Development of market relations and competition in the pharmaceutical market predetermines the necessity of scientific and practical use of the main provisions of marketing and its characteristics in the area of drug supply of the population. Marketing as a philosophy of pharmacies and pharmaceutical companies contributes to a successful response to changes in the environment, the demands and needs of consumers, provides management decisions based on market research and analysis capabilities of the organization. Knowledge and use of marketing provides success to the company in the competition, penetration into new markets, conquest of customers, and ultimately – achievement of the objectives aimed at making profit. Marketing has a wide application of borders, from the moment of planning and the product development to after-sales service and the study of the consumer’s reaction to it. Marketing is important when entering international markets, increasing exports