The pharmaceutical industry is specific due to the nature of its products and services, and as such, it is subject to strict regulatory policies and ethical dilemmas. Pharmaceutical companies depend on quality marketing that enables them better positioning in the market and in the consumer consciousness. Therefore, it is necessary to explore the impact of marketing in the pharmaceutical industry. The paper will investigate how marketing management is applied in the pharmaceutical industry. The focus of the research is on Pliva and Belupo, leaders in the pharmaceutical industry in Croatia, analyzed through the fundamental elements of the marketing mix: product, price, distribution, and promotion. The objectives of the work are to conduct an analysis of marketing management based on a sample of secondary data about companies in the pharmaceutical industry in Croatia, and based on the analyzed data - create recommendations for a pharmaceutical company. The focus will be placed on the market and consumers, branding strategies, marketing planning, and marketing and marketing communication strategies. The analysis has shown that marketing plays a crucial role in the commercial success and growth of pharmaceutical companies. Marketing management encompasses a wide spectrum of activities, from understanding the market and customers, segmentation, to the development of the marketing mix and plan. The conclusions of this work will contribute to companies aiming to adapt or implement marketing management. Available literature used for creating the paper includes textbooks, journals, publications, company reports, company websites, relevant internet sources, and available databases. The results of the data analysis can be applied in marketing management practice, especially in the pharmaceutical industry.