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Brending As The Tool For Realization Of Marketing Strategies


  • Vladimir Ponomarenko
  • Ludmila Dorokhova
  • Oleksandr Dorokhov


The role and place of branding in the sale of drugs and medical supplies has been examined. The classification of pharmaceutical brands is given. The basic ways and instruments for the development of brands and their elements on the pharmaceutical market has been described. The main approaches to manage the development and promotion of drug's products brands are analized. The main tasks and perspectives of branding on the sale of drugs in retail pharmacies are presented.

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  • Vladimir Ponomarenko & Ludmila Dorokhova & Oleksandr Dorokhov, 2010. "Brending As The Tool For Realization Of Marketing Strategies," Montenegrin Journal of Economics, Economic Laboratory for Transition Research (ELIT), vol. 6(12), pages 113-120.
  • Handle: RePEc:mje:mjejnl:v:6:y:2010:i:12:p:113-120

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    References listed on IDEAS

    1. Hunt, Shelby D. & Duhan, Dale F., 2002. "Competition in the third millennium: efficiency or effectiveness?," Journal of Business Research, Elsevier, vol. 55(2), pages 97-102, February.
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