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0511U000092,
д.фарм.н.
28-01-2011
o
Theoretical and scientifically-applied bases of marketing management in system of medicinal maintenance of the population
Pestun Iryna Volodymyrivna,
popup.head Tolochko Valentin Michailovich
popup.opponent Трохимчук Віктор Васильович
popup.opponent Пономаренко Микола Семенович
popup.opponent Громовик Богдан Петрович
Вперше науково обґрунтовано рівневе маркетингове управління на фармацевтичному ринку. Надано визначення понять, конкретизовані зміст, мета, завдання, галузеві особливості фармацевтичного макро- та територіально-галузевого (мезо-) маркетингу. Розроблені рекомендації стосовно застосування СЗП аптек і ФОП та визначені маркетингові заходи з їх досягнення. Розроблена методика оцінювання ефективності управління аптечними підприємствами. Встановлені інструменти адаптації аптек різного ступеня інноваційності до змін макросередовища. Вперше запропоновано та опрацьовано застосування індикаторів ВООЗ для оцінки НЛП в Україні. Визначена низка показників складових НЛП, які потребують удосконалення та додаткового обліку. Здійснено комплекс розробок стосовно маркетингового управління поведінкою споживачів ЛЗ у розрізі проблеми самолікування населення. Проведено аналіз та прогноз тенденцій попиту на ЛЗ імуностимулюючої дії.
2011-01-28
2020-04-04
Updated: 2025-12-08
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