Relationship Marketing In Der Pharmazeutischen Industrie
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Relationship Marketing In Der Pharmazeutischen Industrie
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Author : Rüdiger Witzel
language : de
Publisher: Springer-Verlag
Release Date : 2007-11-17
Relationship Marketing In Der Pharmazeutischen Industrie written by Rüdiger Witzel and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-11-17 with Business & Economics categories.
Auf der Basis empirischer Belege zeigt Rüdiger Witzel, dass hohes Relationship Commitment und das Vertrauen des Arztes in ein Unternehmen seine Innovations- und die Weiterempfehlungsbereitschaft hinsichtlich innovativer Medikamente fördern. Eine auf Vertrauen und Relationship Commitment basierende Pharma-Geschäftsbeziehung ist somit ein wesentlicher Erfolgsfaktor des Pharma-Marketing.
Relationship Marketing In International Marketing Sales Channels
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Author : Tim Hüfner
language : en
Publisher: GRIN Verlag
Release Date : 2008-07-24
Relationship Marketing In International Marketing Sales Channels written by Tim Hüfner and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-07-24 with Business & Economics categories.
Master's Thesis from the year 2007 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, University of Bradford (TiasNimbas Business School), language: English, abstract: This paper intends to contribute to the increasing efforts to dissolve the confusions around relationship marketing (RM). In general, it is to provide evidence to the academic community how RM is operationalised in a to date under-researched setting (namely export channels), and generate practical suggestions to export managers how it may be applied more successfully. In this attempt, the paper reports of a study of relationships between brands (exporters) and international resellers (distributors) in the German sporting goods industry. The study investigated the nature and importance of RM instruments which exporting brands use to leverage relationships for achieving success in foreign markets. Assisting in the exploratory venture, the literature review has lead to the development of an export success model. It provided guidance to the author in his research and will enable the reader to appreciate and classify the research contributions. Finally, this work concludes with the application of the insights of the literature review and the study by proposing a practical management tool, the Export Relationship Management Balanced Scorecard (exRMBSc). It will enable managers and organizations to enhance their relationship management practice and thus helps to solve a frequent issue and crucial problems for many exporting businesses.
Reputation Transfer To Enter New B To B Markets
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Author : Christine Falkenreck
language : en
Publisher: Springer Science & Business Media
Release Date : 2009-10-17
Reputation Transfer To Enter New B To B Markets written by Christine Falkenreck and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-17 with Business & Economics categories.
An increasing number of products and services are not differentiated by inherent features, but by the vendors, particularly their reputation and marketing commu- cation. Consequently, a positive reputation provides competing vendors with a virtually inimitable competitive advantage. Contemporary research concerning antecedents and consequences of reputation in the domain of marketing is dominated by branding and line extension issues. Organizations’ communication efforts and the relation of reputation and the c- munication media are not fully understood; nor have they been challenged up to now. Moreover, customers’ perception of reputation is clearly embedded in their cultural context. However, contemporary marketing research restricts both conceptual and empirical considerations to Western-type cultures. Frequently, even the differences in Western-type cultures are neglected. Considering these shortcomings in contemporary marketing research, Dr. Christine Falkenreck investigates the opportunities and limits, and also the potential bene?ts and dangers of transferring a vendor’s positive reputation to product categories never produced or offered by the considered vendor. Embedding the empirical investigation of both reputation management and reputation transfer in a coherent theoretical framework, which is grounded in the Commitment-Trust theory, is her merit. She derives and validates an integrated model that appears to be valid in all cultures considered in her study. The results of this analysis contribute substantially to our understanding of reputation measuring and managing. These results are not restricted to academic interests and they provided practitioners with a variety of new insights. Thus, this thesis will ho- fully be widely discussed in both academia and management practice.
Relationship Marketing In The Pharmaceutical Industry
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Author : Suzanne E. Kimbrough
language : en
Publisher:
Release Date : 2001
Relationship Marketing In The Pharmaceutical Industry written by Suzanne E. Kimbrough and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2001 with Pharmaceutical industry categories.
The Relationship Marketer
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Author : Soren Hougaard
language : en
Publisher: Springer
Release Date : 2009-11-09
The Relationship Marketer written by Soren Hougaard and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-11-09 with Business & Economics categories.
In "The Relationship Marketer", Søren Hougaard and Mogens Bjerre explain how the concept of the dyad (i.e., mutuality, or "you and me") is quickly becoming a fundamental principle in marketing. The authors suggest that understanding customer relationships, value co-creation, and customised business models in which effectiveness is evaluated on an individualised basis leads to outstanding business performance. Based on these principles the authors present a concrete and practically manageable framework for implementation. Readers will find surprising, useful, and applicable marketing models, typologies and tools, as well as guides to the systematic generation of strategic opportunities. "The Relationship Marketer" will be valuable reading for students and professionals in sales and marketing, as well as anyone seeking insights into dyadic market forces, which are moving industry beyond the outdated perspective of treating all customers equally.
Patient Relationship Management
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Author : Rolf Badenhoop
language : de
Publisher: Springer-Verlag
Release Date : 2013-03-08
Patient Relationship Management written by Rolf Badenhoop and has been published by Springer-Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-03-08 with Business & Economics categories.
Das Marketing in der Pharma-, Diagnostika- und Medizinprodukte-Industrie erfährt augenblicklich einen tiefgreifenden Strukturwandel. Der Fokus der Marketing-Strategen richtet sich nun verstärkt auf den einzelnen Patienten/Konsumenten. Badenhoop/Ryf zeigen, wie diese Herausforderungen durch völlig neue Marketingstrategien und den Einsatz von IT-unterstützten Kundenplattformen wie Call Center und Internet gemeistert werden können.
Managing Sustainable Stakeholder Relationships
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Author : Linda O'Riordan
language : en
Publisher: Springer
Release Date : 2017-09-01
Managing Sustainable Stakeholder Relationships written by Linda O'Riordan and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-09-01 with Business & Economics categories.
This book examines corporate approaches to responsible management by investigating the stakeholder relationships between business and society. Though concepts of responsible management continue to evolve, its key objective is to explore the opportunities and dilemmas which business decision-makers face when attempting to reconcile their organisation’s interests with those of other stakeholder groups. In this intensely debated field, it focuses on the power of entrepreneurial purpose and the opportunities which emerge when corporate choices and actions are driven by connected stakeholder interests. A case study of the pharmaceutical industry in the UK and Germany is presented to reveal how decision-makers in this particular sector are responding to their context-specific management challenges. The research findings are subsequently employed to examine and revise a pre-specified stakeholder management framework which was previously developed by the author. The proposed updated framework is the book’s main conceptual contribution. By depicting a set of inclusive, integrated, and inter-related steps, it is intended to provide an innovative, comprehensive, practical toolkit for stakeholder management. As such, it is designed to help decision-makers to attain the greatest possible outcome from the resources they invest by consciously basing their choices not merely on the impacts for their shareholders, but also and more holistically for a broader range of stakeholders. Ultimately, the book demonstrates how optimally harmonised stakeholder management can serve as a powerful catalyst for unlocking viable business opportunities which serve the interests of business and society.
Patient Relationship Management In Der Pharmazeutischen Industrie
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Author : Katja Meier
language : de
Publisher: GRIN Verlag
Release Date : 2009
Patient Relationship Management In Der Pharmazeutischen Industrie written by Katja Meier and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009 with Business & Economics categories.
Diplomarbeit aus dem Jahr 2008 im Fachbereich BWL - Sonstiges, Note: 1,0, DIPLOMA Fachhochschule Nordhessen; Zentrale, 135 Quellen im Literaturverzeichnis, Sprache: Deutsch, Abstract: Zu den Erfolgsfaktoren der forschenden pharmazeutischen Industrie gehörten während der letzten Jahrzehnte vor allem die innovative pharmazeutische und medizinische Forschung. Zahlreiche gesundheitspolitische Veränderungen haben in den letzten Jahren allerdings dazu geführt, dass sich die Position der Pharmaindustrie im Gesundheitssystem verschlechtert hat. Während einerseits die Zugänglichkeit zum Arzt als Produktverschreiber schwieriger wird, steigt gleichzeitig die Zahl der Marktpartner. Mit insgesamt 975 in Deutschland gemeldeten pharmazeutischen Unternehmen und 53.323 in den Verkehr gebrachten Arzneimitteln herrscht in Deutschland in der Pharmaindustrie, wie in anderen Branchen auch, der Verdrängungswettbewerb. "All industries are(...) off. Change doesn't affect every industrie equally right? Wrong! All bets are off. Just go down the list (...) Healthcare: From market built around employers that foot the (whole) bill and pricey blockbusterdrugs that guarantee extraodrinary cash ¿ow for Big Pharma (...) employer revolt and technological up heaval and consumer dominance. An oasis of calm? I can't ¿nd one.".
Business Relationship Management And Marketing
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Author : Michael Kleinaltenkamp
language : en
Publisher: Springer
Release Date : 2014-09-30
Business Relationship Management And Marketing written by Michael Kleinaltenkamp and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-09-30 with Business & Economics categories.
Relationship management, key account management and customer orientation are concepts that have become central to modern management. This book is dedicated to illustrating and reflecting these concepts and their corresponding methods and instruments in depth. It is thereby focused on the business-to-business realm and equally applies to traditional industrial markets as well as to business-to-business services. Contributions include state-of-the-art research results that are conveyed in a comprehensible fashion to be applied in both executive education as well as in practice.
Marketing
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Author : Svend Hollensen
language : en
Publisher: Vahlen
Release Date : 2014-08-06
Marketing written by Svend Hollensen and has been published by Vahlen this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-08-06 with Business & Economics categories.
Marketing – A Relationship Perspective Moderne Grundlange zum Marketing Das Lehrbuch behandelt eines der wichtigsten und aktuellsten Themenfelder des modernen Marketings. Der Ansatz verbindet dabei den klassischen Ansatz der strategischen Marketingplanung und seiner Instrumente mit dem neuen Ansatz des Relationship Marketing. Der ganzheitliche Ansatz des Buches umfasst dabei die aktuellen Marketing-Grundlagen, Praxisbeispiele sowie anwendungsorientierte Fallstudien und eignet sich somit ideal sowohl für Manager und Entscheidungsträger im Marketing-Bereich, Studenten in Bachelor- und Materstudiengängen sowie Dozenten und Trainer.