 Entwicklungen im Kundenbeziehungsmanagement der pharmazeutischen IndustrieMartina Hörauf-Umgeher ()
Zeitschrift für interdisziplinäre ökonomische Forschung, 2017, issue 1, 71-79 Abstract: The goal of this article is to analyze the current status of customer relationship management (CRM) in the pharmaceutical industry and to identify potential future directions as well as research gaps in that area. The literature based assessment identifies four major groups: physicians, pharmacists, sales representatives and patients and their interdependence to each other. Although patients are the end user of pharmaceutical products and pharmacists serve as the seller of those, the customer relationship management today is focused on an interaction between sales representatives and physicians. Besides that, other potentially important groups like payers or providers are currently not fully included in CRM activities, a research gap identified is the lack of knowledge about the actual desire of customers and how to fulfill them. Keywords: Pharmazeutische Industrie; Kundenbeziehungsmanagement; Marketing (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ris:zfioef:0097 Access Statistics for this article Zeitschrift für interdisziplinäre ökonomische Forschung is currently edited by Sonja Keppler More articles in Zeitschrift für interdisziplinäre ökonomische Forschung from Allensbach Hochschule Contact information at EDIRC. |
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