Evaluation the Effectiveness of Marketing Communications in the Case of Online Service to Order Medicines and Related Products

The paper considers the possibility and uncertainty of the evaluation of the effectiveness of marketing communications. The purpose of this work is to develop a methodology for assessing the effectiveness of marketing communications for Internet services for the order of medications and related products of the format "Apteka.ru". To achieve this goal, the following research methods were used: in-depth interviews with managers, case study, ranking method and linear regression method. The practical significance of the research is that it provides current practical recommendations based on building a model for assessing the effectiveness of marketing communications and empirical analytical channels of communication on the Internet and offline. The presented model, taking into account the multidirectional influence of communication channels on the parameters of the company's target indicators.