Strategies and personal sales in pharmaceutical marketing — an overview
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Authors
Author (Corporation)
Publication date
2019
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Type
04B - Conference paper
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Parent work
The 13th International Days of Statistics and Economics. Conference Proceedings
Special issue
DOI of the original publication
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Series
Series number
Volume
Issue / Number
Pages / Duration
1447–1458
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Publisher / Publishing institution
Place of publication / Event location
Prague
Edition
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Abstract
In pharmaceutical marketing, conception of a strategy for a new product market launch is an everyday practice, but one that is crucial for success. The aim of this paper is to provide an overview of the most relevant marketing strategies and personal sales techniques. Over time, numerous successful strategies and measures have been established for strategic and operational management of the pharmaceutical industry. Determination of the most effective mix of strategies and measures, combined with the right timing, is a prerequisite for achieving maximized sales of pharmaceutical products. In addition, a high level of market penetration should be sought at an early stage of a market launch.
Keywords
Subject (DDC)
330 - Wirtschaft
Event
The 13th International Days of Statistics and Economics
Exhibition start date
Exhibition end date
Conference start date
05.09.2019
Conference end date
07.09.2019
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ISBN
978-80-87990-18-6
ISSN
Language
English
Created during FHNW affiliation
Yes
Strategic action fields FHNW
Publication status
Published
Review
Peer review of the complete publication
Open access category
Closed
License
Citation
STROS, Michael, David ŘÍHA, Leng Khim (Lynn) LIM und Elena ŘÍHOVÁ, 2019. Strategies and personal sales in pharmaceutical marketing — an overview. In: Tomáš LÖSTER und Tomáš PAVELKA (Hrsg.), The 13th International Days of Statistics and Economics. Conference Proceedings. Prague. 2019. S. 1447–1458. ISBN 978-80-87990-18-6. Verfügbar unter: https://irf.fhnw.ch/handle/11654/42416