STRATEGIES AND PERSONAL SALES IN PHARMACEUTICAL MARKETING - AN OVERVIEW

Kód výsledku v 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>

Nalezeny alternativní kódy

RIV/61384399:31130/19:00054307

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

STRATEGIES AND PERSONAL SALES IN PHARMACEUTICAL MARKETING - AN OVERVIEW

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

STRATEGIES AND PERSONAL SALES IN PHARMACEUTICAL MARKETING - AN OVERVIEW

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2019

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Conference Proceedings of the 13th International Days of Statistics and Economics

ISBN

978-80-87990-18-6

ISSN

—

e-ISSN

—

Počet stran výsledku

12

Strana od-do

1447-1458

Název nakladatele

Libuše Macáková, MELANDRIUM

Místo vydání

Slaný

Místo konání akce

Praha

Datum konání akce

5. 9. 2019

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000589182000147