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Healthcare Relationship Marketing
Healthcare Relationship Marketing
📖 Book - PDF

Healthcare Relationship Marketing

Strategy, Design and Measurement
Ira J. Haimowitz
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pages
260 pages
language
English
format
ePUB (mobile friendly) and PDF
availableOnMobile
Available on iOS & Android
📖 Book - PDF

Healthcare Relationship Marketing

Strategy, Design and Measurement
Ira J. Haimowitz
Book details
Table of contents
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About This Book

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.

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Information

Publisher
Taylor and Francis
Year
2016
ISBN
9781317123187
Topic
Business
Subtopic
Pharmaceutical, Biotechnology & Healthcare Industry
Edition
1

Table of contents