Olkhovska, A. B.     The conceptual bases of implementation of the controlling system of marketing communication management in pharmaceutical organizations [Text] / A. B. Olkhovska, V. V. Malyi // Вісн. фармації. - 2018. - № 4. - P43-51 MeSH-main: МАРКЕТИНГ СОЦИАЛЬНЫЙ -- SOCIAL MARKETING ЭКОНОМИКА ФАРМАЦЕВТИЧЕСКАЯ -- ECONOMICS, PHARMACEUTICAL (организация и управление) ФАРМАЦЕВТИЧЕСКИЕ СЛУЖБЫ -- PHARMACEUTICAL SERVICES (организация и управление, экономика) Annotation: To substantiate the conceptual bases and scientific and methodological approaches of implementing the controlling system of marketing communication management in pharmaceutical organizations The introduction of the marketing communication management controlling system allows reducing the expenditures of pharmaceutical enterprises for promoting medicines due to effective management of all instruments and resources, the expediency of investing into specific advertising campaigns; providing the competitiveness of the trademark and forming a high level of the target audience loyalty; maintaining and expanding its market share Additional Access Points: Malyi, V. V. There are no free copies