The strategy of promoting and selling medicines on the Romanian market




medicine, marketing, pharmaceutical industry, drug promotion strategy.


For the purpose of writing this paper, I was motivated to choose this subject as it is a core part of the pharmaceutical companies' business strategy of promoting medicines. Regarding the importance of the research theme and the business environment, it is crucial that anyone connected to this business should realize the importance of organization, details, good deployment and impact of each event. In this respect, marketing can be seen as a true system of economic activities related to the programming of products and services that have the role of satisfying the requirements of current and potential consumers considerably, but is also linked to prices, promotion and distribution products or services.               Having knowledges about how important is the marketing part of pharmaceutical market, taking in consideration the huge budgets that medical and pharmaceutical companies spend on the events organized in this domain, I consider that a company which is able to have a new approach and a new vision for the organization of events and sharing medical education to doctors and medical information to patients will have a big success.

Author Biographies

Elena GURGU, ''Spiru Haret University", Faculty of Economic Sciences, Bucharest

Born on 20/02/1974, assoc. prof. PhD. Elena Gurgu is now vice-dean of the Faculty of Economic Sciences, Spiru Haret University, Bucharest, being specialized in supporting lectures and master degree courses in international economics and finance, public relations and corporate speech. She is also accredited and active trainer since 2010 till present. In USH her activity takes place within several committees , is also member of several national or international scientific and research societies and associations, and reviewer in some journals indexed in IDB. She is currently managing the master's programs in Marketing inside the  Faculty of Economic Sciences. Begining 2016 she is envolved in scientific research field as deputy chief editor of Annals of Spiru Haret University. Economic Series, a jounal with a tradition of 16th years in academic  research field. Her personal biography can be found in the pages of Who is Who - Encyclopedia of Personalities in Romania.Further details about her publications, academic and research career at: can access her papers on SSRN at: ID:

Ioan Aurelian STANESCU, Spiru Haret University

Faculty of Economic Studies, Master's Degree Program in Marketing and Public Relations in Business


Bălan, Carmen, et al. Cercetări de marketing. Editura Uranus, București, 2002;

Bălăşescu, Marius, Distribuţia bunurilor de consum final: teorie şi studii de caz. Editura Infomarket, Brașov, 2005;

Bondrea Aurelian , Introducere in Marketing, Editura Fundației România De Maine, București, 2011;

Cociuban Aristide, Marketing Direct, Editura Fundației România De Maine, București, 2012;

Dabija, Dan Cristian. Marketingul întreprinderii de comerţ. Editura Risoprint, București, 2010;

Epure, M., Eisenstat, E., & Dinu, C. (2014). Semiotics and persuasion in marketing communication. Linguistic and Philosophical Investigations, 13, 592.

Epure, M. (2007). Metode şi tehnici moderne în cercetările de marketing. Editura Fundaţiei" România de Mâine".

Olteanu, V., Epure, M., & Bondrea, A. A. (2000). Cercetari de marketing. Editura Fundatiei" Romania de Maine".

Epure, M. (2001). Programe de marketing. Editura Fundaţiei" România de Mâine".

Epure, M. (2007). Methods and thecniques used in the online market research Spiru Haret University Bucharest. Online Surveys Developement in Romania, 107.

Florescu, Constantin, Marketing: dicţionar explicativ. Editura Economică, București, 2003;

Elena, G. (2018). Ethics in Business. Romanian Tomorrow Foundation, Bucharest.

Gurgu, E., & Zorzoliu, R. (2016). Romania’s Main Role in the Current Global Economic Context. Annals of Spiru Haret University, (3).

Geangu, P. I., Gârdan, D. A., Cetină, I., & Gurgu, E. (2010). How the marketing research affects the improvement in the dental doctor-patient relation. Annals of Spiru Haret University, Economic Series, 1(10), 139-51.

Jelev Viorica, Marketingul serviciilor, Editura Romania de Maine, 2008;

Kotler P., Managementul Marketingului, Editura Teora, Bucureşti, 2008;

Kotler, Ph., Jian, D., Meesincee, S. , Marketing Moves, Harvard Business School Publishing Co, Boston, 2002;

Olaru Silvia, Marketing. Elemente Introductive, Editura Fundației România de Maine, Bucuresti, 2009;

Olteanu, Valerica, Tendințe în dezvoltarea marketingului în contextul economiei bazate pe cunoștințe, Management & Marketing- București 1, 2006;

Pistol Gheorghe, Marketing, Editura Fundației România De Maine, București, 2007;

Pop, N. Al., Ataşamentul clientului faţă de întreprindere – principală pârghie a marketingului relaţional, Marketing-Management, anul XV, Iss. 1, 2005;

Pop, N. Al., Marketing strategic. Editura Economică, Bucureşti, 2000;

Pop, Nicolae Alexandru. O noua paradigma in marketingul contemporan: marketingul relațional. Management & Marketing- București 3, 2006;




How to Cite

GURGU, E., & STANESCU, I. A. (2019). The strategy of promoting and selling medicines on the Romanian market. Annals of Spiru Haret University. Economic Series, 19(4), 97–112.