Vol. 6, Issue 7 (2017)

Author(s):
Angela Olkhovska And Olkhovska Ab

Abstract:
The article substantiates the role of PR in the system of marketing communications, expands on the theoretical aspects of the principles, tasks and functions of public relations in the formation and development of harmonious and mutually favourable relations with all market actors, considers the features and advantages of certain PR-technologies and tools in promoting Rx-medical products on the market that are expedient to be applied by pharmaceutical enterprises. Drawing on official printed sources and the Internet publications, the author has exemplified the practical application and realization of certain public relations events organized by Ukrainian and international pharmaceutical companies.