Name: Healthcare Relationship Marketing: Strategy, Design and Measurement (en Inglés)
Price: 142150.00 CLP
Availability: InStock
Author: Haimowitz, Ira J.
ISBN: 9780566092176

portada Healthcare Relationship Marketing: Strategy, Design and Measurement (en Inglés)

Formato

Libro Físico

Autor

Ira J. Haimowitz

Editorial

Routledge

Año

2011

Idioma

Inglés

N° páginas

260

Encuadernación

Tapa Dura

Peso

1.60

ISBN13

9780566092176

N° edición

Categorías

Salud, enfermedad y adicciones
Marketing
Farmacia y prescripción

Healthcare Relationship Marketing: Strategy, Design and Measurement (en Inglés)

Ira J. Haimowitz (Autor) · Routledge · Tapa Dura

Libro Físico

$ 142.150

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Reseña del libro "Healthcare Relationship Marketing: Strategy, Design and Measurement (en Inglés)"

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel "push" marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book 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. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.