The conceptual bases of implementation of the controlling system of marketing communication management in pharmaceutical organizations
DOI:
https://doi.org/10.24959/nphj.18.2226Keywords:
controlling, marketing communications, pharmaceutical organizationsAbstract
Aim. To substantiate the conceptual bases and scientific and methodological approaches of implementing the controlling system of marketing communication management in pharmaceutical organizations.
Materials and methods. The theoretical basis of the research was the fundamental provisions of the controlling concept in the marketing management system of market entities taking into account the branch specificity, the research works of leading national and foreign scientists on the specified issue. The research objectives predetermine the use of such methods as the content analysis of professional and economic scientific publications, logical analysis and generalization, structural analysis, etc.
Results and discussion. The marketing communication management controlling system is a part of the general management system of a pharmaceutical enterprise contributing to implementation of the strategic, tactical and operational goals of the organization. The authors studied the expediency of the marketing communication management controlling system of a pharmaceutical enterprise and proved the practical significance of its components. The marketing communication management controlling system offered under present conditions of the organization management allows integrating, coordinating and directing the marketing communication activity of pharmaceutical enterprises in order to effectively promote medicines not only at the domestic market, but also the foreign markets.
Conclusions. 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.
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