Kasianov I. The marketing of innovative business unions (based on pharmaceutical enterprises of Ukraine)

The thesis is devoted to the theoretical, methodical and practical issues of procuring the marketing support innovation modern associations of pharmaceutical enterprises. There is an evolution of scientific views on the definition and content of the concept of "marketing support" in the paper. The necessity of adapting analytical tools substantiation of economic decisions to the modern dynamic conditions of enterprises, reveals conditions and principles of integrated marketing analysis and innovative processes through objectification feasibility of obtaining them from the standpoint of user requirements. Identified sources and mechanisms of pharmaceutics Ukraine, analyzed the activities leading pharmaceutical associations of undertakings under the criterion of consolidation, given the context of global economic changes and trends in global markets. The proposed concept of marketing support industrial innovation based on consumer forecasting, resource, time and information options, joining the global integrated business models. Developed, implemented sound and the graphic-analytical system prediction. Profound methodological foundations for the concept of marketing management in associations of enterprises on the basis of analysis of transaction costs.