Pestun I. Theoretical and scientifically-applied bases of marketing management in system of medicinal maintenance of the population

First time levels of marketing management at the pharmaceutical market have been scientifically proved . Definitions of concepts have been presented, the contents, the purpose, problems, branch features of pharmaceutical macro- and territorially-branch (mezo-) marketing have been concretized. Recommendations of Balanced scorecard application by drugstores and pharmaceutical wholesalers have been developed , also marketing actions for their achievement have been presented. The methodology of an estimation management efficiency has been developed. Adaptation tools of drugstores with different innovative degree to changes of macroenvironment have been established. First time WHO indicators for estimation of NDP in Ukraine have been offered and processed. A certain number of indicators of NDP components which require improvement and the additional account have been determined. The complex developments concerning marketing management of consumers behavior in a cut of population self-treatment problem has been carried out. The analysis and the forecast of demand tendencies for imunostimulants has been carried out