Key performance indicators of marketing mix effectiveness in the pharmaceutical business
The article is devoted to the study of determining key performance indicators of the marketing mix effectiveness in the pharmaceutical business. The problems and contradictions in ensuring the effectiveness of marketing in pharmaceutical companies are emphasized. Theoretical and applied foundations...
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| Format: | Article |
| Language: | Russian |
| Published: |
Russian Academy of Entrepreneurship
2024-07-01
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| Series: | Путеводитель предпринимателя |
| Subjects: | |
| Online Access: | https://www.pp-mag.ru/jour/article/view/1975 |
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| _version_ | 1850046773985280000 |
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| author | N. A. Lagoda |
| author_facet | N. A. Lagoda |
| author_sort | N. A. Lagoda |
| collection | DOAJ |
| description | The article is devoted to the study of determining key performance indicators of the marketing mix effectiveness in the pharmaceutical business. The problems and contradictions in ensuring the effectiveness of marketing in pharmaceutical companies are emphasized. Theoretical and applied foundations for implementing the marketing mix in the pharmaceutical business are highlighted. The expediency of following the «5Ps» and «6Ps» marketing mix is justified due to their correspondence to the specific features of marketing in the pharmaceutical business. Based on the research, a system of key performance indicators of the marketing mix effectiveness in the pharmaceutical business is identified. |
| format | Article |
| id | doaj-art-2f0b2b452f8f4202aade11d2d2ae5fea |
| institution | DOAJ |
| issn | 2073-9885 2687-136X |
| language | Russian |
| publishDate | 2024-07-01 |
| publisher | Russian Academy of Entrepreneurship |
| record_format | Article |
| series | Путеводитель предпринимателя |
| spelling | doaj-art-2f0b2b452f8f4202aade11d2d2ae5fea2025-08-20T02:54:23ZrusRussian Academy of EntrepreneurshipПутеводитель предпринимателя2073-98852687-136X2024-07-0117310.24182/2073-9885-2023-17-3-96-1041732Key performance indicators of marketing mix effectiveness in the pharmaceutical businessN. A. Lagoda0Sandoz JSCThe article is devoted to the study of determining key performance indicators of the marketing mix effectiveness in the pharmaceutical business. The problems and contradictions in ensuring the effectiveness of marketing in pharmaceutical companies are emphasized. Theoretical and applied foundations for implementing the marketing mix in the pharmaceutical business are highlighted. The expediency of following the «5Ps» and «6Ps» marketing mix is justified due to their correspondence to the specific features of marketing in the pharmaceutical business. Based on the research, a system of key performance indicators of the marketing mix effectiveness in the pharmaceutical business is identified.https://www.pp-mag.ru/jour/article/view/1975marketing mixmarketing complexmarketing performance indicatorsmarketing effectivenesspharmaceutical businesspromotion of pharmaceuticals |
| spellingShingle | N. A. Lagoda Key performance indicators of marketing mix effectiveness in the pharmaceutical business Путеводитель предпринимателя marketing mix marketing complex marketing performance indicators marketing effectiveness pharmaceutical business promotion of pharmaceuticals |
| title | Key performance indicators of marketing mix effectiveness in the pharmaceutical business |
| title_full | Key performance indicators of marketing mix effectiveness in the pharmaceutical business |
| title_fullStr | Key performance indicators of marketing mix effectiveness in the pharmaceutical business |
| title_full_unstemmed | Key performance indicators of marketing mix effectiveness in the pharmaceutical business |
| title_short | Key performance indicators of marketing mix effectiveness in the pharmaceutical business |
| title_sort | key performance indicators of marketing mix effectiveness in the pharmaceutical business |
| topic | marketing mix marketing complex marketing performance indicators marketing effectiveness pharmaceutical business promotion of pharmaceuticals |
| url | https://www.pp-mag.ru/jour/article/view/1975 |
| work_keys_str_mv | AT nalagoda keyperformanceindicatorsofmarketingmixeffectivenessinthepharmaceuticalbusiness |