Marketing is a social process manifested on the market. Rather than in an isolated vacuum, organizations operate in a complex dynamic environment. Organizations’ efforts are aimed at using business opportunities and averting (or neutralizing) dangers. A substantial number of top organizations are engaged in continuous efforts to influence a large number of factors from their environment so as to channel (or harmonize) their state and movement with their own interests. Within any organization, marketing bears the greatest responsibility for making insights into the environment and responding to challenges they face. A substantial part of sources dealing with the basics or principles of marketing is devoted to the analytic definition of environmental forces making a direct or indirect impact on business operations.
Key words: Pharmaceutical market, Marketing of pharmaceutical industry, Marketing Environment, Pharmacy – Novi Sad
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