Моделирование пути потребителя как основа выбора маркетинговых коммуникаций для продвижения рецептурных и безрецептурных лекарственных препаратов
Customer journey mapping as a basis of marketing communication choice for Rx and OTC medicines promotion
—In next-generation wireless networks, device-todevice (D2D) communication represents a feasible way for mobile users to offload their cellular traffic demand without extra costs for deploying additional infrastructure from the network operators. Cellular (e.g., 3GPP LTE) network assistance can automate user/service discovery and connection establishment procedures, as well as enable secure D2D connectivity between proximate users. Currently, assisted direct connectivity is only available in the form of unlicensed-band protocols (e.g., WiFi Direct), which motivates research on understanding its practical limitations with realistic distributions of users and content. Whereas there are concerns that D2D communication alone may not be efficient due to limited content availability, in this paper, we advocate the use of network coding to upgrade assisted proximate communication and make it realize its full potential. In particular, we demonstrate that even simpler network coding techniques are capable to signifi- cantly improve the degrees of content availability for communicating users and thus enhance offloading performance under realistic constraints. Inspired by the recent popularity of wireless content distribution systems over D2D caches, we contribute a practical methodology for assisted data caching and distribution, mindful of the state-of-the-art D2D technology.
The article analyzes and summarizes the results of research carried out by the author during several years, and revealing the problem of the connection between personal identity and communication to the next level - the impact on the identity of the new communication technologies. Under the new communication technologies we define all technically mediated communication methods. This article focuses on Internet communication and marketing communication technologies - the formation of the image, a brand as means of communication and the impact on the consumer. General conclusion is that the new communicative reality contributes to the appearance of certain features of identity.
In Conference Proceedings "Advertising vector" includes articles of young scientists and specialists, students, teachers and practitioners of communication business. submissions contained analysis of a wide range of issues related to the development of marketing communications
The paper examines the structure, governance, and balance sheets of state-controlled banks in Russia, which accounted for over 55 percent of the total assets in the country's banking system in early 2012. The author offers a credible estimate of the size of the country's state banking sector by including banks that are indirectly owned by public organizations. Contrary to some predictions based on the theoretical literature on economic transition, he explains the relatively high profitability and efficiency of Russian state-controlled banks by pointing to their competitive position in such functions as acquisition and disposal of assets on behalf of the government. Also suggested in the paper is a different way of looking at market concentration in Russia (by consolidating the market shares of core state-controlled banks), which produces a picture of a more concentrated market than officially reported. Lastly, one of the author's interesting conclusions is that China provides a better benchmark than the formerly centrally planned economies of Central and Eastern Europe by which to assess the viability of state ownership of banks in Russia and to evaluate the country's banking sector.
The paper examines the principles for the supervision of financial conglomerates proposed by BCBS in the consultative document published in December 2011. Moreover, the article proposes a number of suggestions worked out by the authors within the HSE research team.
портовый менеджмент, показатели деятельности, анализ эффективности, система учета, распределение издержек, методы анализа деятельности портовой системы
At present many industries reveal tendency for setting up of vertically integrated companies (VIC) the structure of which unites all technological processes. This tendency proved its efficiency in oil industry where coordination of all successive stages of technological process, namely, oil prospecting and production -oil transportation - oil processing - oil chemistry - oil products and oil chemicals marketing, is necessary. The article considers specific features of introduction of "personnel management" module at enterprises of oil and gas industry.
vertically integrated companies; personnel management