STRATEGIES AND PERSONAL SALES IN PHARMACEUTICAL MARKETING - AN OVERVIEW

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F68407700%3A21630%2F19%3A00349280" target="_blank" >RIV/68407700:21630/19:00349280 - isvavai.cz</a>
Alternative codes found
RIV/61384399:31130/19:00054307
Result on the web
<a href="https://doi.org/10.18267/pr.2019.los.186.145" target="_blank" >https://doi.org/10.18267/pr.2019.los.186.145</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.18267/pr.2019.los.186.145" target="_blank" >10.18267/pr.2019.los.186.145</a>

Result language
angličtina
Original language name
STRATEGIES AND PERSONAL SALES IN PHARMACEUTICAL MARKETING - AN OVERVIEW
Original language description
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. In conclusion it can be said that the following four strategies have been identified as the most important ones within the pharmaceutical business: (1) product/assortment market strategy, (2) price/conditions market strategy, (3) distribution market strategy and (4) diversification strategy. Finally, the design of marketing strategies in the pharmaceutical industry is based on an overarching corporate vision.
Czech name
—
Czech description
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Project
—
Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Conference Proceedings of the 13th International Days of Statistics and Economics
ISBN
978-80-87990-18-6
ISSN
—
e-ISSN
—
Number of pages
12
Pages from-to
1447-1458
Publisher name
Libuše Macáková, MELANDRIUM
Place of publication
Slaný
Event location
Praha
Event date
Sep 5, 2019
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000589182000147

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