Models of Pharmaceutical Company Retail Management
In this paper we developed a set of models of retail management of a pharmaceutical company. Implementation of management models’ complex of a pharmaceutical retail chain that allows the system of management to decide on the need to develop alternative marketing strategies or adjusting existing marketing strategies relevant clusters of pharmaceutical products. Based on the evaluation of the effectiveness of the process of retail sales of pharmaceutical products clusters management system decides on the effectiveness of marketing strategies for these clusters and, if necessary, may decide on their adjustment. After the implementation of marketing strategies the additional marginal income, potential of additional marginal revenue, marginal revenue and potential of less than expected marginal income are defined. Based on these characteristics, the economic efficiency of the developed marketing strategies is defined and the decision on the need for adjusting them is made.