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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Publishing House of the State University of Management
2021
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| Acceso en línea: | https://doaj.org/article/143d8e947c0545c39d126e2931b5db9e |
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oai:doaj.org-article:143d8e947c0545c39d126e2931b5db9e2021-12-03T07:43:35ZTechniques of synergistic effect formation in marketing communications on the aesthetic medicine market1816-42772686-841510.26425/1816-4277-2021-4-57-63https://doaj.org/article/143d8e947c0545c39d126e2931b5db9e2021-06-01T00:00:00Zhttps://vestnik.guu.ru/jour/article/view/2827https://doaj.org/toc/1816-4277https://doaj.org/toc/2686-8415The 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.E. V. BernikovaE. V. TikhonovaPublishing House of the State University of Managementarticlemarketing managementmarketing communicationscommunication strategypromotion toolssynergistic effectmessengerssocial mediadirect marketingcreative campaign imageregular customersb2b audienceb2c professional audiencemedical marketingaesthetic medicine marketSociology (General)HM401-1281Economics as a scienceHB71-74RUВестник университета, Vol 0, Iss 4, Pp 57-63 (2021) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
RU |
| 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 Sociology (General) HM401-1281 Economics as a science HB71-74 |
| spellingShingle |
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 Sociology (General) HM401-1281 Economics as a science HB71-74 E. V. Bernikova E. V. Tikhonova Techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| 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 |
| author |
E. V. Bernikova E. V. Tikhonova |
| author_facet |
E. V. Bernikova E. V. Tikhonova |
| author_sort |
E. V. Bernikova |
| title |
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_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_sort |
techniques of synergistic effect formation in marketing communications on the aesthetic medicine market |
| publisher |
Publishing House of the State University of Management |
| publishDate |
2021 |
| url |
https://doaj.org/article/143d8e947c0545c39d126e2931b5db9e |
| work_keys_str_mv |
AT evbernikova techniquesofsynergisticeffectformationinmarketingcommunicationsontheaestheticmedicinemarket AT evtikhonova techniquesofsynergisticeffectformationinmarketingcommunicationsontheaestheticmedicinemarket |
| _version_ |
1718373434953564160 |