Цифровые коммуникационные инструменты как основа маркетинговой деятельности компании на фармацевтическом рынке

Social media and digital tools are gradually changing the way firms market themselves. Understanding how these communication tools are used by sales functions within business-to-business (B2B) markets could clarify the dynamics underpinning the sales process in an increasingly technology-mediated world. This paper explores how social media, digital, and traditional sales communication tools are leveraged during the three main phases of the B2B sales process within international SMEs.The article’s grounded-theory approach illustrates that social media can be particularly helpful in engaging international prospects. Digital communication tools seem to be most prevalent in the persuasion phase, whereas more traditional communication tools still prevail in customer relationship management. However, there seem to be some important potential boundary conditions, including relationship culture, location proximity, technology innovation/resources, and strategic importance of the customer that affect the way international SMEs use different communication tools during a sales process. We develop a framework for understanding the B2B sales process flow with sales communication tools included for international SMEs.

The article examines the peculiarities of the period of post-war recovery of the Ukrainian economy and their influence on the composition of the portfolio of digital marketing tools of enterprises. The purpose of the article is to develop an algorithm for forming a portfolio of digital marketing tools for an enterprise in the period of post-war recovery, to clarify the concept of a "portfolio of digital marketing tools of an enterprise." It is substantiated that in the post-war period, the provisions of the concept of anti-crisis marketing will be relevant for planning the marketing activities of enterprises. The most common digital marketing tools are identified. The definition of the term "portfolio of digital marketing tools of the enterprise" is proposed. An algorithm for forming a portfolio of enterprise digital marketing tools has been developed. It was determined that the audit of the enterprise's marketing activity is the foundation for the formation of the enterprise's portfolio of digital marketing tools. It was determined that conducting marketing research will contribute to increasing the accuracy of the planning of the enterprise's anti-crisis marketing program. It is proposed to apply decision-making criteria in conditions of uncertainty and risk when choosing optimal alternatives for achieving the company's marketing goals in the post-war period. It was determined that monitoring the level of rationality of the company's portfolio of digital marketing tools is a necessary condition for controlling the company's marketing activities. The expediency of focusing on a proactive strategy in the implementation of marketing activities has been investigated. It has been studied that in recent years the tools of digital marketing have been constantly improved and this allows it to be considered as an opportunity to spend the marketing budget of enterprises more rationally. The portfolio of digital marketing tools can include content marketing, SEO, contextual and targeted advertising, advertising in social networks, e-mail marketing, influencer marketing, lead generation, complex analytics, viral marketing.

Digital communication tools have demonstrated significant potential to improve health literacy which ultimately leads to better health outcomes. In this article, we examine the power of digital communication tools such as mobile health apps, telemedicine and online health information resources to promote health and digital literacy. We outline evidence that digital tools facilitate patient education, self-management and empowerment possibilities. In addition, digital technology is optimising the potential for improved clinical decision-making, treatment options and communication among providers. We also explore the challenges and limitations associated with digital health literacy, including issues related to access, reliability and privacy. We propose leveraging digital communication tools is key to optimising engagement to enhance health literacy across demographics leading to transformation of healthcare delivery and driving better outcomes for all.

Purpose To explore the role played by DCT, SM, and CRM through customer knowledge, and market knowledge in the sales performance of a salesforce, and their economic and non-economic satisfaction in B2B sales. Design A total of 66 B2B Norwegian companies out of 69 participated in this study. A questionnaire with an introduction letter was sent to 356 sellers, and 216 valid questionnaires were used for this study, generating a net response rate of 60.6%. The approach followed was deductive. Findings The results have both purified and simplified the structural relationships in the nomological framework initially posited. The triadic exploration of digital communication tools (DCT), social media (SM), and CRM-solutions (CRM) in relation to customer and market knowledge, the sales performance of a salesforce and their economic and non-economic satisfaction in B2B sales, yield complementary insights to existing theory and previous research. Research implications The combined focus on the effect of acquiring customer knowledge and obtaining market knowledge through DCT, SM, and CRM on the sales performance of a salesforce in B2B sales has important implications. The results have simultaneous implications regarding the role of customer and market knowledge through DCT, SM, and CRM in B2B sales. Practical implications DCT, SM, and CRM enable a salesforce to stay updated and maintain contacts with existing customers, and also facilitate updates, and to getting in contact with potential customers. DCT, SM, and CRM may enable a salesforce to acquire additional information about existing and potential customers. DCT, SM, and CRM may enable a salesforce to obtain more information about the market. Customer and market knowledge may also become more accessible through peers, superiors, or other informants. Originality Contributes to enhancing our understanding of the role of digital communication tools (DCT), social media (SM), and CRM solutions (CRM) through customer knowledge and market knowledge on sales performance in B2B sales. It also contributes to enhancing the understanding of a salesforce’s economic and non-economic satisfaction in B2B sales through DCT, SM, and CRM. The results clarify the structural characteristics between a salesforce’s customer and market knowledge, their sales performance, and economic as well as non-economic satisfaction in B2B sales.

BACKGROUND AND OBJECTIVES: Farmers in rural East Kalimantan face significant challenges, including limited access to information, low digital literacy, and inadequate technology infrastructure, which hinder the implementation of sustainable farming practices. Despite the increasing availability of digital communication tools and platforms, farmers in remote areas continue to struggle with utilizing technology to manage livestock operations, access markets, and enhance animal health. This study aims to examine the use of digital communication tools by small-scale livestock farmers in East Kalimantan, as well as the benefits they gain and the barriers that limit wider adoption. The objective of this research is to understand the role of digital communication in supporting sustainable livestock practices in rural communities. METHODS: This study employs a qualitative approach, utilizing semi-structured in-depth interviews and focus group discussions (FGDs) with farmers, agricultural extension officers, and relevant stakeholders. The research was conducted in East Kalimantan Province, Indonesia, which was selected for its significant challenges, including limited access to technology and low digital literacy among farmers. Despite these challenges, East Kalimantan also holds great potential for the development of sustainable livestock farming, particularly through the use of digital communication tools. The data was analyzed thematically to identify patterns related to technology adoption, perceived benefits, barriers, and the contribution of digital tools to sustainable livestock management. FINDINGS: The study's findings reveal that farmers utilize smartphones, mobile apps, and social media platforms to access market information, livestock health consultations, and knowledge about sustainable farming practices. The adoption of advanced technologies such as the Internet of Things (IoT) and automation systems remains limited due to high costs, limited digital skills, and weak internet infrastructure. Farmers reported benefits such as improved animal health, better decision-making, and increased efficiency in livestock management; challenges related to digital literacy and access to technology remain significant. CONCLUSION: Digital communication tools have significant potential to enhance sustainable livestock practices among small-scale farmers in rural areas. Several key barriers, primarily the digital literacy gap, infrastructure limitations, and high technology costs, need to be addressed for wider adoption. Strengthening digital training programs, improving internet connectivity in rural areas, and supporting farmer-centered technological initiatives are important steps to maximize the benefits of digital tools. This study contributes to the understanding of digital empowerment in rural livestock farming, emphasizing the need for integrated policy interventions. The limitations of this research include its focus on a single region and a relatively small sample size, indicating the need for further, broader, and comparative research

The relevance of the study is determined by the growth of digitalization in education and the need to modernize mathematics teaching in special schools in accordance with the needs of students with special educational needs. Under contemporary conditions, the concept of Mathematics 4.0 emphasizes adaptive, personalized, and data-driven instructional models; however, their methodological implementation in special mathematics education remains insufficiently systematized. This necessitates a comprehensive scientific analysis of digital technologies as instruments for improving accessibility, effectiveness, and sustainability of mathematical knowledge formation. The aim of the article is to provide scientific substantiation and systematization of approaches to the formation and development of mathematical knowledge of students with special educational needs in grades 5-6 of special education schools through the use of digital technologies within the framework of the Mathematics 4.0 concept. Research methods included analysis and synthesis of scientific literature in mathematics didactics, special pedagogy, and digital education technologies; system-structural and comparative analysis; didactic modeling; and theoretical generalization of practical experience in the application of digital learning tools in special education settings. The study identified the psychological and pedagogical prerequisites for the acquisition of mathematical knowledge by students with special educational needs in a digitalized educational environment. The didactic possibilities of digital technologies for personalizing learning, step-by-step knowledge formation, and formative assessment were established. The feasibility of using adaptive digital tools as an instrument for the controlled development of mathematical skills has been proven. The main scientific and practical problems of implementing digital technologies have been identified, in particular, the formalization of individualization, limited availability of adapted resources, digital inequality, and insufficient methodological readiness of teachers. The conclusions indicate that the implementation of the Mathematics 4.0 concept in a special school is possible provided that digital technologies are integrated into a comprehensive methodological system with the leading role of the teacher and a focus on the individual learning dynamics of students. The use of digital tools contributes to increasing the effectiveness and practical significance of mathematical knowledge. Prospects for further research include empirical evaluation of Mathematics 4.0 models in special education schools, development of criteria for measuring learning dynamics, and creation of standardized adaptive digital resources for mathematics education.

The article analyzes key factors of introduction and realization of digital marketing technologies into economic activity of business entities. The relevance of research is determined by the fact that in the modern world digital technologies are one of the decisive factors of successful promotion in practically any sphere of economy, entrepreneurship and business. It has been established that marketing in the field of entrepreneurial activity will experience the greatest transformation under the influence of processes of digitalization. It is pointed out that at present time, the development of the latest technologies has led to the emergence of an innovative type of marketing activity – digital marketing. It is noted that digital technologies transform the functions of marketing activity of entrepreneurial entities, providing new possibilities of personalization and individual configuration of marketing programs. The basic prerequisites that determine the possibility and necessity of technological development of marketing policy of entrepreneurial structures in the digital environment have been identified. Key trends of economic activity of entrepreneurial entities that needs to introduce digital marketing technologies are identified. Factors of development of marketing digital technologies have been established. The marketing policy tools and technological solutions, the exploitation of which, will improve marketing activity of entrepreneurial subjects, are specified. The advantages of using digital marketing technologies by entrepreneurial entities are outlined. It is stated that digital marketing technologies are used for the purpose of coordination of efforts of the entrepreneurial entity to achieve strategic and operational goals. The exploitation of digital marketing technologies involves taking into account market requirements and ensuring interaction with clients and business partners through the transfer of information about goods and services, as well as receiving, processing and analysis of marketing information. It is summarized that the application of marketing digital technologies in economic activity of the entrepreneurial entities will provide them with growth of sales of products and services inside the country and will facilitate access to international markets.

HRMARS - The advent of digital communication tools has fundamentally redefined language education, prompting a need for conceptual exploration of their impact on classroom language practices. This paper investigates the theoretical underpinnings of how digital technologies such as social media, mobile-assisted language learning applications, and Web 2.0 platforms, transform language teaching and learning environments. By synthesising insights from contemporary literature, the paper examines how these tools influence language use, pedagogical approaches, and learners’ engagement. The paper also discusses the conceptual challenges educators face in integrating digital technologies into curriculum, including changes in teachers’ roles and the necessity for new pedagogical skills. This paper aims to provide a comprehensive conceptual framework highlighting the implications of digital communication tools in language education, guiding future research and practice.

This paper aims to assess the relationship that exist between digital revolution and learning outcomes in higher education. Two research questions and hypotheses guided the study. The study used the survey research design and was conducted in the University of Bamenda in 2023/2024 academic year. A sample of 90 first cycle students of social science (out of a total population of 120) in Higher Teacher Training College were selected using simple random sampling techniques. Data for the study was collected through questionnaire and the reliability coefficient obtained was .914. The data was analyzed using Chi square test of independence and Cramer’s V was used to get the size effect. The findings indicated that, the p-value (for the use of digital communication, collaboration, learning and management platform) was less than alpha value of 0.05. Cramer’s V (for the use of digital communication, collaboration, learning and management platform) was 0.26, indicating a medium association. Moreover, the results revealed that p-value (for the use of problem-based, project-based and game-based learning) was less than alpha value of 0.05. Cramer’s V for the use of problem-based and project-based learning was 0.29 and 0.31, indicating a large association. Cramer’s V for the use of game-based and video-based learning was 0.25 and 0.22, indicating a medium association. On the basis of the above findings, it was recommended that developmental seminars should be organized to equip both teacher and students with competences necessary to solve the challenges of digital revolution.

Increasing age and rurality are associated with decreased care coordination. There is a growing interest in the role of digital tools in improving care across the care continuum for rural and older adult groups. Still, little is known about the best practices of rural older adults and digital health tool usability. Guided by a user-centered design approach, we 1) describe multiple strategies to meaningfully engage rural older adults in the development of a digital health tool to improve telehealth navigation and 2) report best practices assessed from our multi-modal iterative design approach. We engaged key informants, including rural older adults, their caregivers, providers, healthcare administrators, and an advisory board. Our mixed methods user-centered design approach triangulated findings through semi-structured interviews, a systematic literature review, tool usability testing, and a MyChart usability analysis using eye-tracking technology. Lessons learned from our analysis reveal that rural older adults readily engage with digital technology and often sustain use after their introduction. Digital health technologies were most commonly associated with relieving access to care and transportation barriers. Reduced internet access and challenges with using the equipment were common usability barriers. Useful strategies to overcome usability barriers include in-person or telephone tutorials and knowledgeable caregivers. Tools to assist rural older adults with technology barriers were limited. As digital health technologies increasingly integrate into rural care coordination, barriers faced by rural older adults must be considered. Research that aims to elevate the voices of rural older adults in digital health tool design is imperative.

Social media and digital networks have gradually changed how firms sell themselves. In a world where technology is permeating society more and more, understanding how sales teams use business-to-business (B2B) markets can provide insight into the motivations driving the selling process. In the three crucial stages of the B2B sales process, this study investigates how global SMEs use traditional, digital, and social media sales communication methods. The paper's use of grounded theory shows how social media may be quite effective in luring clients from outside. The effective phase appears to be where digital communication tools are most common, whereas customer relationship management still favours more conventional communication methods. Nevertheless, certain important potential boundary circumstances, like relationship culture and closeness to a location, technology, the strategic value of the consumer, creativity, and capital, appear to have an impact on how international SMEs employ a range of communication channels when conducting business. To assist foreign SMEs with their sales communication, designers provide a method for understanding the flow of the B2B sales process.

The objective of this study was to assess the use and experience with digital communication tools among dentistry professors and students to adapt to distance learning during the Covid-19 pandemic. Nine hundread and ninety five participants (479 dentistry professors and 516 students) from countries in North America, Latin America, Brazil, Europe, Asia, Oceania, and the Middle East answered a questionnaire about motivation/stress/anxiety; practice with digital technologies; synchronous/asynchronous communication technologies (difficulties/benefits), and which ones would they prefer using when returning to college. Data were analyzed by the Chi-square test and Fisher's exact (α=0.05). Motivation was more affected among the female professors, male students, and Brazilians (p<0.05). Concern about the academic future, was higher among female students, up to 30 years old, from Latin America and Brazil, and lower for European professors (p<0.05). Anxiety and stress were higher for undergraduate students up to 20 years old from Latin America and Brazil (p<0.05). European professors used more synchronous videoconferencing services for lectures/questions, while Brazilians used more text messaging applications for answering questions (p<0.05). Latin American professors used more surveys for evaluation (p<0.05). Brazilian professors indicated that they would use "online meetings" and "survey administration services" when returning to face-to-face activities and European professors/students would use "email" (p<0.05). Professors from Asia/Oceania/Middle East and professors/students from Brazil indicated "remote activities were important for students not to be inactive" (p<0.05). Efforts were made to adapt Dentistry's teaching to distance learning during the COVID-19 pandemic. However, the technologies used for this, feelings, and experiences differed between professors and students.

This study is devoted to the empirical assessment of the process of organizing the application and management of innovative marketing methods in an industrial enterprise. The main purpose of the study is to determine the impact of the enterprise on the formation of innovation-oriented marketing strategies, implementation mechanisms, management structure and organizational efficiency. Within the framework of the study, key indicators such as digital marketing tools, product innovations, customer-oriented management approaches, B2B sales channels and brand positioning in the industrial environment were analyzed. At the empirical stage, survey and in-depth interview methods were used among the enterprise management and marketing specialists, and in addition, statistical observation was conducted on indicators reflecting the enterprise's marketing activities. The analysis results show that the application of innovative marketing methods increases production flexibility, shortens the time to market for products, increases customer satisfaction and strengthens the competitiveness of the enterprise. The research results provide practical recommendations for enterprises on the development of an innovative marketing management model, resource optimization, integration of the supply chain with the marketing strategy and the application of data-based decision-making mechanisms. The results obtained prove the strategic role of innovative marketing in the transformation process of industrial enterprises and create a scientific basis for future research

PurposeThis paper aims to analyze the evolution of digital and smart technologies and their relationship with different themes within marketing journals. In addition, this study has included the evolution of digital and smart technologies in relevant International Marketing (IM)/International Business (IB) journals to describe the impact of technology on this specific area to draw some interesting conclusions.Design/methodology/approachA bibliometric approach is applied in this research using science mapping analysis to visualize and reveal the evolution of smart and digital technologies in this specific academic area.FindingsBy combining science maps with performance indicators, the results of this study suggest that new technologies are related to eight main topics within marketing journals: implementation-completion, perceptions, behavior, market competition, adoption-diffusion model, social media, competitive advantage and disruptive technology. Additionally, this work provides new avenues for future research. When analyzing IM and IB journals, the findings highlight six thematic areas: perceptions-eWOM relationship, innovative foreign markets, performance determinants, Japan, industrial research and China.Originality/valueThis study contributes theoretically to developing and describing a framework for research in smart and digital technologies in the general marketing and international marketing/business fields. It adds a coherent perspective on the points of contact in marketing evolution, where smart technology has a meaningful role. This study outlines the changing questions surrounding the touchpoints as well as emerging research topics.

New Digital Technologies Applied to the Management of Geoheritage