Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market
The article analyses the experience of the Russian distribution company of the market of aesthetic medicine in implementing the communication strategy of a new educational product in a turbulent marketing environment. The paper formulates the principles of establishing profitable communication with...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Publishing House of the State University of Management
2021-06-01
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| Series: | Вестник университета |
| Subjects: | |
| Online Access: | https://vestnik.guu.ru/jour/article/view/2827 |
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| _version_ | 1832541663398985728 |
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| author | E. V. Bernikova E. V. Tikhonova |
| author_facet | E. V. Bernikova E. V. Tikhonova |
| author_sort | E. V. Bernikova |
| collection | DOAJ |
| description | The article analyses the experience of the Russian distribution company of the market of aesthetic medicine in implementing the communication strategy of a new educational product in a turbulent marketing environment. The paper formulates the principles of establishing profitable communication with core audiences, substantiates the choice of marketing communications instruments, as well as the techniques for their combination and the development of advertising material used for achieving synergistic effect from marketing and advertising activities. The authors notice a high value of Integrated marketing communications in the projects of launching new products to the market. The results of the study can be used by marketing specialists to form an effective communication system in small and medium-sized businesses that provides a commercial enterprise with a highly profitable result from advertising campaigns with limited deadlines and budgets. |
| format | Article |
| id | doaj-art-143d8e947c0545c39d126e2931b5db9e |
| institution | Kabale University |
| issn | 1816-4277 2686-8415 |
| language | English |
| publishDate | 2021-06-01 |
| publisher | Publishing House of the State University of Management |
| record_format | Article |
| series | Вестник университета |
| spelling | doaj-art-143d8e947c0545c39d126e2931b5db9e2025-02-04T08:28:08ZengPublishing House of the State University of ManagementВестник университета1816-42772686-84152021-06-0104576310.26425/1816-4277-2021-4-57-632019Techniques of synergistic effect formation in marketing communications on the aesthetic medicine marketE. V. Bernikova0E. V. Tikhonova1MELIS LLC; Plekhanov Russian University of EconomicsKosygin Russian State UniversityThe article analyses the experience of the Russian distribution company of the market of aesthetic medicine in implementing the communication strategy of a new educational product in a turbulent marketing environment. The paper formulates the principles of establishing profitable communication with core audiences, substantiates the choice of marketing communications instruments, as well as the techniques for their combination and the development of advertising material used for achieving synergistic effect from marketing and advertising activities. The authors notice a high value of Integrated marketing communications in the projects of launching new products to the market. The results of the study can be used by marketing specialists to form an effective communication system in small and medium-sized businesses that provides a commercial enterprise with a highly profitable result from advertising campaigns with limited deadlines and budgets.https://vestnik.guu.ru/jour/article/view/2827marketing managementmarketing communicationscommunication strategypromotion toolssynergistic effectmessengerssocial mediadirect marketingcreative campaign imageregular customersb2b audienceb2c professional audiencemedical marketingaesthetic medicine market |
| spellingShingle | E. V. Bernikova E. V. Tikhonova Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market Вестник университета marketing management marketing communications communication strategy promotion tools synergistic effect messengers social media direct marketing creative campaign image regular customers b2b audience b2c professional audience medical marketing aesthetic medicine market |
| title | Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| title_full | Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| title_fullStr | Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| title_full_unstemmed | Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| title_short | Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| title_sort | techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| topic | marketing management marketing communications communication strategy promotion tools synergistic effect messengers social media direct marketing creative campaign image regular customers b2b audience b2c professional audience medical marketing aesthetic medicine market |
| url | https://vestnik.guu.ru/jour/article/view/2827 |
| work_keys_str_mv | AT evbernikova techniquesofsynergisticeffectformationinmarketingcommunicationsontheaestheticmedicinemarket AT evtikhonova techniquesofsynergisticeffectformationinmarketingcommunicationsontheaestheticmedicinemarket |