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

Kapustyan, Iryna; Sokolovska, Zoya; Yatsenko, Natalia; Капустян, Ірина Володимирівна; Капустян, Ирина Владимировна; Соколовська, Зоя Миколаївна; Соколовская, Зоя Николаевна; Яценко, Наталія Володимирівна; Яценко, Наталья Владимировна

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dc.contributor.author	Kapustyan, Iryna
dc.contributor.author	Sokolovska, Zoya
dc.contributor.author	Yatsenko, Natalia
dc.contributor.author	Капустян, Ірина Володимирівна
dc.contributor.author	Капустян, Ирина Владимировна
dc.contributor.author	Соколовська, Зоя Миколаївна
dc.contributor.author	Соколовская, Зоя Николаевна
dc.contributor.author	Яценко, Наталія Володимирівна
dc.contributor.author	Яценко, Наталья Владимировна
dc.date.accessioned	2019-11-15T08:06:46Z
dc.date.available	2019-11-15T08:06:46Z
dc.date.issued	2019-07
dc.identifier.citation	Sokolovska, Z., Kapustyan, I., Yatsenko, N. (2019). Simulation model as a digital marketing tool at the micro level. Economic security at risks: findings from the digitalization of National economy, collective monograph, Poland, University of Economy in Bydgoszcz, Publishing House, Vol. 5, p. 163-184.	en
dc.identifier.citation	Sokolovska, Z. Simulation model as a digital marketing tool at the micro level / Z. Sokolovska, I. Kapustyan, N. Yatsenko // Economic security at risks: findings from the digitalization of National economy : collective monograph / Poland, University of Economy in Bydgoszcz, Publishing House. - Bydgoszcz, 2019. - Vol. 5. - P. 163-184.	en
dc.identifier.isbn	978-83-65507-29-7
dc.identifier.uri	http://dspace.opu.ua/jspui/handle/123456789/9328
dc.description.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.	en
dc.language.iso	en_US	en
dc.publisher	“University of Economy Publishing House”, (Bydgoszcz, Poland)	en
dc.subject	digital marketing, marketing strategy, pharmaceutical company, simulation modeling, model-simulator, multilevel simulation paradigms, simulation experiment, AnyLogic system, cloud technologies.	en
dc.title	Simulation model-simulators as a digital marketing tool at the micro level	en
dc.title.alternative	Імітаційні моделі-тренажери як інструмент цифрового маркетингу на мікрорівні	en
dc.type	Article	en
opu.kafedra	Кафедра економічної кібернетики та інформаційних технологій	uk
opu.citation.journal	Economic security at risks: findings from the digitalization of National economy: Сollective monograph	en
opu.citation.volume	5	en
opu.citation.firstpage	163	en
opu.citation.lastpage	184	en