Victoria ONISHCHENKO
Candidate of Technical Sciences, Associate Professor, (Prydniprovs’ka State Academy of Civil Engineering and Architecture), Ukraine
ORCID iD: orcid.org/0000-0001-9301-2518
onyschenko.viktoriia@pdaba.edu.ua
Oleksii SERYOGIN
M.Sc. (Marketing), (Prydniprovs’ka State Academy of Civil Engineering and Architecture), Ukraine
ORCID iD: orcid.org/0000-0001-9825-8752
oleksii.seryogin@gmail.com
Cameron BATMANGHLICH
Ph.D., M.Sc., PGCHEP, Professor of Leadership and Ethics (Varna University of Management), Bulgaria
ORCID iD: orcid.org/0000-0003-2050-4946
cameron.batmanghlich@gmail.com
UDC 658.8 : 615.12
DOI 10.31733/2786-491X-2022-2-128-138
Keywords: marketing, pharmacy, management of marketing activities, pharmaceutical market, pharmaceutical marketing.
Abstract. Specific features of pharmaceutical marketing, in which the patient is the main one, are defined. It is shown that the most relevant for Ukrainian pharmaceuticals is the implementation of the concept of social and ethical marketing. Compared to the traditional marketing complex, which consists of four components: product, price, place, promotion, pharmacy adds – people – who are directly related to the sale of the product. An assessment of the pharmaceutical market of Ukraine is given. An analysis of consumers and competitors was carried out using the example of Elinite LLC pharmacy. The marketing activity of the Elinite LLC pharmacy was studied, the main problems in the organization of marketing were analyzed and measures for its improvement were developed.
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