Маркетинговая стратегия продвижения торговых марок на рынок

Abstract

The work is devoted to a comparative analysis of the strategies of promotion in the pharmaceutical market of brand names of medicinal products and goods that are sold under an international non-proprietary name. Brand strategies of five pharmaceutical production enterprises of Ukraine, included in the TOP-20 by sales volume, were analyzed. An algorithm for building an advertising strategy for a medicinal product with an individual trademark has been developed. The qualifying work consists of an introduction, three chapters, conclusions, a list of used sources, laid out on 42 pages, includes 7 tables, 7 figures, as well as 36 sources of literature.