Innovatives Pharma-Marketing
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Innovatives Pharma-Marketing: Marktorientierung als Erfolgsstrategie der 90ER Jahre

Innovatives Pharma-Marketing: Marktorientierung als Erfolgsstrategie der 90ER Jahre

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About the Book

Table of Contents:
Herausforderungen an das Pharma-Marketing der 90er Jahre.- Erster Teil: Strategisches Marketing in einem veränderten Umfeld.- Wandel im Pharmamarkt — Strategische Neuausrichtung der forschenden Pharmaunternehmen.- Gesellschaftsorientiertes Marketing als Konzept strategischer Unternehmensführung in der Pharmaindustrie.- Wertewandel in Marketing und Medizin — Konsequenzen für das Pharma-Marketing.- Verbandsmarketing — Der Einfluß des Bundesverbandes der Pharmazeutischen Industrie e.V. auf das politisch-administrative System.- Strategische Personalplanung als Basis eines strategischen Pharma-Marketing.- Zweiter Teil: Strategien und Maßnahmen im Rahmen des Marketinginstrumentariums.- Der Umgang mit der Komplexität als zentrales Problem einer Marketing- und Kommunikationsplanung.- Die Anwendung von Prognoseverfahren in der Pharma-Marktforschung.- EDV-gestützte Beschaffung von Informationen aus Arztpraxen zur Strategiefindung in Marketing und Medizin.- Blickaufzeichnungstests: Wie betrachtet der Arzt die Anzeige?.- Einsatzmöglichkeiten der Kausalanalyse im Pharma-Marketing.- Feldforschung im Dienste der Produktpositionierung.- Entscheidungsfaktoren bei der Entwicklung moderner Arzneimittel aus der Sicht der Pharmaindustrie.- Markenbildung im veränderten Pharma-Umfeld.- Das Zusammenspiel zwischen Forschung & Entwicklung und Vertrieb im Strategieprozeß pharmazeutischer Unternehmen.- Ertragssteigerung durch verkürzte Produktentwicklungszeiten.- Mengen-und Preiskomponente von Arzneimittelausgaben im System medizinischer Behandlung: Eine empirische Analyse.- Die Kommunikationspolitik pharmazeutischer Unternehmen — Bestandsaufnahme und Gestaltungsempfehlungen.- Die Einbeziehung der Apotheker in das pharmazeutische Marketing.- Der Mitarbeiter als Schlüsselfigurim Apothekenmarketing.- Die Bedeutung des Informationsverhaltens von Ärzten für die Pharma-Kommunikation.- Zielgruppenorientierte Planung von Ausstellungsbeteiligungen im Rahmen des Pharma-Marketing.- Verbesserung des kommunikativen Verhaltens des pharmazeutischen Außendienstes.- Abkürzungsverzeichnis.- Autorenverzeichnis.


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Product Details
  • ISBN-13: 9783409136242
  • Publisher: Gabler
  • Binding: Paperback
  • Language: German
  • Returnable: Y
  • Width: 170 mm
  • ISBN-10: 340913624X
  • Publisher Date: 01 Jan 1989
  • Height: 244 mm
  • No of Pages: 512
  • Sub Title: Marktorientierung als Erfolgsstrategie der 90ER Jahre


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