Koknan M. Pharmaceutical enterprise marketing potential development management

The essence of marketing as the modern concept of market management was studied out in the dissertation; the essence, role and place of marketing potential in the enterprise management system were determined; methodical approaches to the measurement and evaluation of the parameters of the enterprise’s marketing potential were generalized. The research of main tendencies of development of the pharmaceutical market of Ukraine was conducted; the analysis of marketing activity of enterprises - manufacturers in the domestic pharmaceutical market was carried out; an assessment of the level and nature of the use of the marketing potential of the pharmaceutical company was made. Methodical approaches to the estimation and forecasting of development of marketing potential in the management system of the pharmaceutical enterprise were developed; the main directions of measuring the results of development of marketing potential of the pharmaceutical enterprise were determined; modeling and forecasting of key indicators for the development of the marketing potential of the pharmaceutical company was carried out.