Форма документа : Стаття із журналу Шифр видання : Автор(и) : Olkhovska A. B., Malyi V. V. Назва : The conceptual bases of implementation of the controlling system of marketing communication management in pharmaceutical organizations Місце публікування : Вісн. фармації. - Х., 2018. - № 4. - С. 43-51 (Шифр ВУ18/2018/4) MeSH-головна: МАРКЕТИНГ СОЦИАЛЬНЫЙ -- SOCIAL MARKETING ЭКОНОМИКА ФАРМАЦЕВТИЧЕСКАЯ -- ECONOMICS, PHARMACEUTICAL ФАРМАЦЕВТИЧЕСКИЕ СЛУЖБЫ -- PHARMACEUTICAL SERVICES Анотація: To substantiate the conceptual bases and scientific and methodological approaches of implementing the controlling system of marketing communication management in pharmaceutical organizationsThe 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.