THE IMPACT OF PHARMACEUTICAL MARKETING ON THE SOCIETY AND INDIVIDUAL PATIENT AND ITS SPECIFICATION OF HANDLING
DOI:
https://doi.org/10.52340/jecm.2022.07.07Keywords:
Pharmaceutical, marketing, society, patient, specificationAbstract
The purpose of our research is to establish the pharmacy's honest relationship with the patient and the community, taking into account the communication and ethical principles, and in turn, to study the characteristics of the feedback from the patient and the community. Studying the levels of integration between employees and patients in pharmacies and their practical reflection in the Georgian pharmaceutical business, in particular, in pharmacies. Today, in Georgia, pharmacies are one of the most rapidly developing areas, where the not very useful level of application of modern pharmaceutical management and marketing principles is clearly visible. Pharmaceutical marketing is not customer-centric. Pharmacy management is focused only on profit. Not all customers have the same needs and requirements, the pharmacy should approach them individually and provide appropriate services, which is an effective way to increase loyalty. The management of the pharmacy has not developed patient service forms. All patients are served in the same way, regardless of their financial income level.
Downloads
References
Armstrong G., Kotler F. basics of marketing. Manual. 7th edition. Tbilisi., 2006.
Korashvili Z., Morality and business. Current issues of marketing (a collection of scientific papers), Issue IV, Tbilisi University Publishing House, Tbilisi, 2001.
M. Veshaguri "Consumer Behavior" (Reader), Tbilisi 2019, 300 pages Todua N. Marketing research of consumer behavior in the market of Georgia. Monograph. "Universal" Publishing House, Tbilisi, Tbilisi, 2012, 327p.
Malashkhia G., Economic concept and progress of society, journal. "Social Economy", Tbilisi, 2001.
Mghebrishvili b. Public relations. Helper - manual. Tbilisi., 2001
Todua N. Marketing research of consumer behavior in the market of Georgia. Monograph. "Universal" publishing house, Tbilisi, Tbilisi, 2012, 327p.
Kirtbaya M., Business ethics, "Neker" publishing house, Tbilisi, 2004. 6.
Shubladze G., Mgebrishvili B., Dolikashvili L. Marketing management. Help Guide. Tb., 2009.
Shubladze G., Mgebrishvili B., Tsotskolauri F. Fundamentals of management. Handbook, 2008
Law of Georgia on drugs and pharmaceutical activities, Article 11. Registration code: 470.200.000.05., document number: 659, 17/04/1997
Law of Georgia on Advertising, 18/02/1998
Code of the Association of Representatives of Pharmaceutical Companies on Marketing Activities in Georgia, 2014
Armstrong G., Vong V., Kotler F., Saunders Dzh. Fundamentals of marketing. Mayo., 2007. p. 118.
Ali Riza Apil, Erdener Kaynak, Nugzar Todua. Georgian Consumers Evoluation of Products Sourced From a Geographically Close Proximity Counrty.Journal of Euromarketing”, USA, 17 (2008), No. 3/4, pp. 199-218.
Philip Kotler, Kevin Lane Keller, "Marketing Management," -14th ed.
Martin Lindstrom. Buyology: Truth and Lies About Why We Buy and the New Science of Desire., 2008, 304p.
Sulashvili, N., Beglaryan M., Gogashvili M., Matoshvili M. Occupational particularities and strategy of Pharmacy faculty students. // Experimental and Clinical Medicine, Scientific-Practical Journal. №3, 2018. Tbilisi, Georgia. pp. 15-24.
J. Paul Peter, Jerry C. Olson. Consumer Behavior & Marketing Strategy. 9th Edition, 2010.
Solomon, Michael R. Consumer behavior. — 10th ed., Pearson Publisher. 2013, 641p.
Roger D. Blackwell., Paul W. Miniard., James F. Engel. Consumer Behavior, Tenth Edition, Thomson Higher Education. 2009;
Sulashvili, N., Beglaryan M. Professional features for employed pharmacy faculty students in Georgia. // The New Armenian Medical Journal Supplement. YSMU Science Week 2017 Conference. November 27-December 1, Vol.11, №3, 2017, Yerevan, Armenia, p. 40
Weimer Reinhartz, Manfred Krafft, Wayne D. Hoyer, “The Customer Relationship Management Process: its Measurement and Impact on Performans,” Journal of Marketing Research 41 (2005), p. 293-305.
Mnushko Z.N. Marketing policy of communications: method. rec. to pract. classes / Z.N. Mnushko, L.P. Dorohova, E.N. Yevtushenko. - Kh.: Publishing House of NFAU, 2004. - 68 p.
Sulashvili, N., Beglaryan M. Vocational peculiarities of young pharmacist professionals// International scientific journal Intellectual. №35, 2018. Tbilisi, Georgia. pp. 96-104.
"Samara Medical Institute "Reaviz", Department of Pharmacy, Textbook for students of the Faculty of Pharmacy G.V. Belchikova, L.V. Zolotareva 33. Pharmaceutical management and methods of innovative entrepreneurship, E.V. Omelchenko-Doctor of Economic Sciences, O.V. Zaitseva – PhD student, Scientific and practical journal November-December 2010.
Management and Marketing in Pharmacy, Module 2, Marketing in Pharmacy. Demchenko V.A., Tkachenko N.A., Chervonenko N.M., Zarichnaya T.P. Under the editorship of Doctor of Pharmacy, Professor Knysh E.G. Zaporozhye, 2015
Downloads
Published
How to Cite
Issue
Section
