Internationale Marketingstrategien und Marketing-Informationssysteme der westdeutschen Pharmaindustrie in den 1950er bis 70er Jahren: Eine „Marketing-Informationsrevolution“?

Kleinschmidt Christian () and Braun Heiko ()
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Kleinschmidt Christian: (Prof. Dr.) Philipps-Universität Marburg, Wirtschafts- und Sozialgeschichte, Wilhelm-Röpke-Str. 6c, 35032 Marburg
Braun Heiko: Rheinische Friedrich-Wilhelms-Universität Bonn, Abteilung Verfassungs-, Sozial- und Wirtschaftsgeschichte, Konviktstr. 11, 53113 Bonn

Jahrbuch für Wirtschaftsgeschichte / Economic History Yearbook, 2015, vol. 56, issue 1, 137-162

Abstract: Assuming that a formerly unknown quantity and quality of market data triggered a revolution in marketing information, we explore international marketing strategies and the significance of marketing information systems in the context of the re-internationalization of the pharmaceutical enterprises Bayer and Schering after 1945. Both companies faced an information deluge, and in both cases, distinct approaches to a modern marketing information system can be observed since the mid-1960s.

Keywords: Marketinggeschichte; Unternehmensgeschichte; Marketinginformationssysteme; Pharmazeutische Industrie (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:bpj:jbwige:v:56:y:2015:i:1:p:137-162:n:6

DOI: 10.1515/jbwg-2015-0006

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