PHARMACEUTICAL MARKETING AS A MARKETING SYSTEM AT THE MACRO LEVEL: STRUCTURE AND FEATURES

The article addresses theoretical and methodological foundations of the marketing systems pharmaceutical market at macro level. size social significance this determine need to ensure its proper functioning as a whole system, but systemic approach in general that specific industry remains underdeveloped. Marketing policy still mainly relies on classical mix, developing framework management is micro-framework. Thus, issues related societal interests markets, such ensuring sustainability, development human capital, quality life, remain without apparatus studying action, margin actors. This determines relevance study. Based systematisation generalisation features using approaches marketing, structure system shaped grounded difference mechanisms creation delivery consumer value, attributed mechanism drug prescription. Therefore, two interconnected subsystems are suggested: prescription over-the-counter (OTC) drugs. Managing first subsystem requires use tools inherent B2B marketing. realisation value here based objective needs end consumers strongly influenced by expert professional environment. Taking into account importance for well-being, create new products may not always be justified size, anticipating non-market financing, support from externalities both competition cooperation; uses innovative certain extent depends ability network interaction between participants. Such obviously have an impact second, where well-being direction sets guidelines restrictions programmes individual effective combination cooperation, vital considering strong externalities, competitive characteristics market. Key aspects macromarketing been identified