Methodology of modern marketing management pharmaceutical organizations
DOI:
https://doi.org/10.24959/uekj.17.31Keywords:
marketing management, pharmaceutical organizations, marketing goals, marketing tools, marketing activities effectiveness, principles of marketing managementAbstract
Complications of the functioning environment of pharmaceutical organizations contribute to the introduction of innovative approaches to marketing management.
Aim. To determine the theoretical, methodological and practical features, as well as the effectiveness of marketing management in the activities of pharmaceutical organizations.
Materials and methods. Formation of marketing management. The content of the current marketing goals of pharmaceutical organizations by the example of pharmacies and their networks, modern tools for their achievement and the expected effectiveness.
Results. The conducted research showed that the influence of the unstable business space (VUCAworld) motivates the pharmaceutical organizations to establish actual marketing goals. Among them are the provision of economic security and competitive stability, the achievement of goals in the field of marketing interaction, the formation or maintenance of a loyalty program, the introduction of innovative and information technologies, etc. To achieve these goals, the newest tools of marketing management are used: the application of the Big Data marketing, Model G2B, the definition of new staff competencies, the use of the market intelligence principles, the use of category management, CRM-systems, the introduction of P2P, B2B and B2C models, personalization of services in the B2B segment, online marketing, the introduction of mathematical models, etc. As a result, pharmaceutical organizations, in particular, pharmacies and their networks have the opportunity to achieve the effective functioning and competitive advantages, which described in the article.
Conclusions. The influence of modern models and methods, digital technologies on the structure, means of achievement and indicators of the effectiveness of pharmaceutical organizations on the example of pharmacy enterprises or their chains is shown. The principles of modern marketing management in the pharmaceutical market are formulated. The results obtained will allow further study of the weight and quantitative criteria for indicators of the social and economic effectiveness of marketing management of pharmaceutical organizations.
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