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-головна: МАРКЕТИНГ СОЦИАЛЬНЫЙ -- SOCIAL MARKETING ЭКОНОМИКА ФАРМАЦЕВТИЧЕСКАЯ -- ECONOMICS, PHARMACEUTICAL (организация и управление) ФАРМАЦЕВТИЧЕСКИЕ СЛУЖБЫ -- PHARMACEUTICAL SERVICES (организация и управление, экономика) Анотація: 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 Дод.точки доступу: Malyi, V. V. Вільних прим. немає