Аннотация:
The main problems in the field of advertising strategies development of enterprises, as one of
the important factors in increasing the efficiency of their marketing, production and economic
activity, are determined. The peculiarities of the formation of advertising strategies in the
market of pharmaceutical goods are considered. The expediency of using a flexible
mathematical apparatus in the process of developing and approbation strategies and their
consequences for the future is substantiated. The model-simulator of the advertising strategies
formation of the enterprises is offered, that developed on the software platform of the integrated
system of multilevel imitative modeling - AnyLogic. The developed model-simulator is intended
for daily application in the process of making managerial decisions regarding the formation
and adjustment of the advertising strategy of enterprises in commodity markets. The model is
quite typical and can be easily adapted to the specifics of not only concrete pharmaceutical
companies, but also for enterprises in other industries.
