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How to approach Doctors?. The Influence of Marketing Factors and Substance Characteristics on Pharmaceutical Sales A Pharmaceutical Market Study
В наличии
Местонахождение: Алматы | Состояние экземпляра: новый |
Бумажная
версия
версия
Автор: Michael Stros
ISBN: 9783659619984
Год издания: 2014
Формат книги: 60×90/16 (145×215 мм)
Количество страниц: 304
Издательство: LAP LAMBERT Academic Publishing
Цена: 52687 тг
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Сферы деятельности:Код товара: 142213
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Аннотация: The pharmaceutical market is experiencing significantly increased research and development costs, as well as price and other competitive pressures. At the same time, marketing expenditures are increasing significantly in comparison to product development costs, meaning that the use of marketing in the pharmaceutical sector is of considerable interest, pressurising pharmaceutical companies to increase their marketing expenditure and the effectiveness of their marketing activities. Despite the increased popularity in research into pharmaceutical marketing, there are still many undiscovered areas, particularly as most of the research has been conducted in a non-state-regulated market. Therefore, this study explores the Swiss market as an illustrative example. The results of this scientific study lead to relevant implications for marketers, policymakers and researchers. Practical suggestions for future research are given. The study presented in this book originates on dissertation research.
Ключевые слова: Marketing Mix, promotional activities, Healthcare Policymakers, Medical Pricing Policy, Medical Product Quality, Order of Market Entry, Pharmaceutical Marketers, Prescriptions Pharmaceuticals Marketing, Sales Model, State-Regulated Pharmaceuticals Markets