Sakhnatska N. Scientific and methodological approaches to the implementation of the concept of holistic marketing in pharmacies in conditions of digitalization.

The dissertation is devoted to the research of scientific and methodological approaches to the implementation of the concept of holistic marketing in pharmacies in conditions of digitalization. Holistic marketing as a comprehensive approach to the management of a modern pharmacy consists of a patient-oriented approach to the integration of functional organizational processes. The concept of holistic marketing has been used in the activities of foreign pharmacies for a long time, but this approach is not yet widely used in domestic pharmacies. The implementation of holistic marketing requires pharmaceutical enterprises to perform certain actions that will lead to the successful integration of a holistic concept into a single coherent system. The study of scientific and methodological approaches to the implementation of the concept of holistic marketing in pharmacies in the conditions of digital transformation became the scientific direction of our dissertation work. For this, the main vector of the work was determined, the research methodology was formed and worked out, and the main tasks and tools for conducting scientific research were determined for each of the sections of the dissertation work. The first chapter of the dissertation is devoted to the analysis of literary sources regarding the essence of holistic marketing as a modern management concept of a pharmaceutical organization. The theoretical analysis of modern literature showed the presence of scientific studies by foreign and domestic scientists, which present the results of the study of holistic marketing as a modern concept, but approaches to the implementation of the concept of holistic marketing specifically in the activities of pharmacies are not given enough attention among scientists. The regulatory and legal framework of Ukraine regarding the introduction and use of digital technologies in the pharmaceutical field was analyzed and systematized, as well as a review of foreign and domestic experience in the use of digital tools to provide pharmaceutical assistance to the population in the context of holistic marketing. The second chapter of the dissertation describes the research methodology and highlights the object and subject, research materials, and methods. During the preparation of the dissertation work, both general scientific and specific scientific methods of analysis were described and used in order to realize the set goal of the dissertation research; in particular, the characteristics of the respondents who took part in the questionnaire surveys were given. In the third chapter of the dissertation, the implementation of the concept of holistic marketing under the conditions of digitalization of the pharmaceutical sector was substantiated; in particular, the components of the holistic approach were described in detail: internal marketing, socio-ethical marketing, integrated marketing, and relationship marketing.