Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives

Kyguolienė Asta () and Juknė Gabrielė ()
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Kyguolienė Asta: PhD, associate professor at Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, LT-44244 Kaunas, Lithuania
Juknė Gabrielė: MA, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, LT-44244 Kaunas, Lithuania

Management of Organizations: Systematic Research, 2023, vol. 90, issue 1, 32-49

Abstract: Direct marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The research includes results from a questionnaire survey of healthcare professionals and semi-structured interviews with medical representatives. Based on the findings, the article provides insights into what changes might be useful in the use of direct marketing and personal selling tools.

Keywords: direct marketing; personal selling; marketing tools; medical representative; healthcare professional (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:morgsr:v:90:y:2023:i:1:p:32-49:n:3

DOI: 10.2478/mosr-2023-0011

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