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
Smoking is a problem, bringing signifi cant social and economic costs to Russiansociety. However, ratifi cation of the World health organization Framework conventionon tobacco control makes it possible to improve Russian legislation accordingto the international standards. So, I describe some measures that should be taken bythe Russian authorities in the nearest future, and I examine their effi ciency. By studyingthe international evidence I analyze the impact of the smoke-free areas, advertisementand sponsorship bans, tax increases, etc. on the prevalence of smoking, cigaretteconsumption and some other indicators. I also investigate the obstacles confrontingthe Russian authorities when they introduce new policy measures and the public attitudetowards these measures. I conclude that there is a number of easy-to-implementanti-smoking activities that need no fi nancial resources but only a political will.
One of the most important indicators of company's success is the increase of its value. The article investigates traditional methods of company's value assessment and the evidence that the application of these methods is incorrect in the new stage of economy. So it is necessary to create a new method of valuation based on the new main sources of company's success that is its intellectual capital.
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