Simulation model-simulators as a digital marketing tool at the micro level

Abstract

The areas of application the digital technologies at the micro level are defined. The urgency of using simulation model-simulators as digital marketing tools on an example of the pharmaceutical industry is proved. The model-simulator of formation the advertising strategies of pharmaceutical companies as important components of general marketing strategies is offered. The software platform for creating the model is AnyLogic system. The experimental base, obtained as a result of operation of the model-simulator, is analyzed. Possibilities of various types of experiments carried out using the multilevel paradigm of simulation are shown according to the data of the leading enterprises of the domestic pharmaceutical industry. The questions about involving the cloud technologies and scenarios for their use are considered in the framework of application the model-simulators in the process of making managerial decisions.