Strategische Allianzen zur Digitalisierung der Patient Journey im deutschen OTC-Pharmamarkt; Ein Kategorisierungsmodell zur Evaluierung von Ausprägungen Strategischer Allianzen
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Strategische Allianzen zur Digitalisierung der Patient Journey im deutschen OTC-Pharmamarkt; Ein Kategorisierungsmodell zur Evaluierung von Ausprägungen Strategischer Allianzen

Strategische Allianzen zur Digitalisierung der Patient Journey im deutschen OTC-Pharmamarkt; Ein Kategorisierungsmodell zur Evaluierung von Ausprägungen Strategischer Allianzen


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About the Book

Die Digitalisierung im OTC-Pharmamarkt birgt gleichermaßen neue Möglichkeiten als auch Herausforderungen für OTC-Pharmahersteller entlang der Patient Journey. Auf Basis konzeptioneller Grundlagen des strategischen Marketing und unter Berücksichtigung rechtlicher Rahmenbedingungen sowie branchenspezifischer Besonderheiten wird in diesem Werk theoretisch fundiert eruiert, inwieweit OTC-Pharmahersteller diesen Herausforderungen begegnen können. Dabei wird auf das Konstrukt Strategischer Allianzen zurückgegriffen und ein mehrdimensionales Kategorisierungsmodell entwickelt. Anhand dessen werden mithilfe eines Bewertungsschemas jene Ausprägungen Strategischer Allianzen identifiziert, die sich zur Entgegnung der Herausforderungen eignen.


About the Author:

Kerstin Blachnik studierte Betriebswirtschaftslehre an der SRH Hochschule Heidelberg, der California State University Fullerton und der University of the Incarnate Word in San Antonio. Im Anschluss promovierte sie an der EBS Universität für Wirtschaft und Recht in Oestrich-Winkel am Lehrstuhl für Strategisches Marketing.


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Product Details
  • ISBN-13: 9783631876015
  • Publisher: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
  • Binding: Hardback
  • Height: 210 mm
  • No of Pages: 394
  • Spine Width: 24 mm
  • Weight: 707 gr
  • ISBN-10: 3631876017
  • Publisher Date: 30 Sep 2022
  • Edition: New edition
  • Language: German
  • Returnable: N
  • Sub Title: Ein Kategorisierungsmodell Zur Evaluierung Von Auspraegungen Strategischer Allianzen
  • Width: 148 mm


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Strategische Allianzen zur Digitalisierung der Patient Journey im deutschen OTC-Pharmamarkt; Ein Kategorisierungsmodell zur Evaluierung von Ausprägungen Strategischer Allianzen
Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften -
Strategische Allianzen zur Digitalisierung der Patient Journey im deutschen OTC-Pharmamarkt; Ein Kategorisierungsmodell zur Evaluierung von Ausprägungen Strategischer Allianzen
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Strategische Allianzen zur Digitalisierung der Patient Journey im deutschen OTC-Pharmamarkt; Ein Kategorisierungsmodell zur Evaluierung von Ausprägungen Strategischer Allianzen

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