Modeling the advertising strategy of enterprises on the pharmaceutical products market

Abstract

An analysis of the studies results on the advertising strategies formation for industrial enterprises is carried out. The specifics of the advertising strategies development by pharmaceutical industry enterprises are determined. A review of well-known applications of the mathematical apparatus during the problem solution is explored. The necessity of using the simulation approach in the process of modeling advertising strategies is substantiated. Applied aspects of the use of simulation modeling are presented on the example model of the pharmaceutical enterprise advertising company. The model is implemented on the platform of the system of multi-threaded simulation AnyLogic. The expediency of using the proposed mathematical apparatus in increasing the efficiency of enterprises marketing activities is confirmed by the submitted results of simulation experiments.