Healthcare relationship marketing : strategy, design and measurement / / Ira J. Haimowitz

• Autore: Haimowitz Ira J.
• Pubblicazione: London ; ; New York : , : Routledge, , 2016
• Descrizione fisica: 1 online resource (260 p.)
• Disciplina: 615.10688
• Soggetto topico: Drugs - Marketing; Relationship marketing; Pharmaceutical industry
• Soggetto genere / forma: Electronic books.
• Note generali: "A Gower book"--cover.; "First published 2011 by Gower Publishing"--t.p. verso.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover; Contents; List of Figures; List of Tables; List of Abbreviations; About the Author; Acknowledgements; Preface; 1 Healthcare Trends and Relationship Marketing's Role; 2 Foundations of Relationship Marketing; 3 Discovery: Situation Assessment; 4 Strategy: Planning the Relationship Marketing Program; 5 Analytics Planning for Relationship Marketing; 6 Execution: Placing in the Marketplace; 7 Measurement of Healthcare Relationship Marketing Programs; 8 Optimization and the New Cycle; 9 Conclusions and the Future; Appendix A: Solutions to Exercises; Bibliography; Index
• Sommario/riassunto: This is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities within pharmaceutical relationship marketing.
• Titolo autorizzato: Healthcare relationship marketing
• ISBN: 1-317-12319-0; 1-315-58638-X; 1-317-12318-2; 1-283-04813-2; 9786613048134; 1-4094-3196-7
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910458795203321
• Lo trovi qui: Univ. Federico II