Impact of Pharmaceutical Marketing Mix Model Strategies |
Author(s): |
| Pritesh Shukla , Institute of Engineering & Technology DAVV Indore (M.P.); Dr. Devendra Singh Verma, Institute of Engineering & Technology DAVV Indore (M.P.) |
Keywords: |
| Physician, Impact, Pharmaceutical, Type-2 Diabetes, Marketing Mix Model, Chi-Square Method |
Abstract |
|
As the pharmaceutical companies are competing with each other for their branded product containing same drug, they are adopting different marketing mix model elements. Present study is undertaken to examine and evaluate the impact of marketing mix strategies. Physician was presented a questionnaire containing 10 different promotional methods, adopted by pharmaceutical companies. The response was recorded and compared. Results revealed that Cost of Product, Internet, Books & Journals, Technology Utilization were the most important factors. Study has provided a clear insight into the impact of pharmaceutical marketing mix promotional factors. Pharmaceuticals companies should adapt their marketing mix model strategies as per physician response. |
Other Details |
|
Paper ID: IJSRDV3I50543 Published in: Volume : 3, Issue : 5 Publication Date: 01/08/2015 Page(s): 916-918 |
Article Preview |
|
|
|
|
