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

Author

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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)

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.

Suggested Citation

  • Kleinschmidt Christian & Braun Heiko, 2015. "Internationale Marketingstrategien und Marketing-Informationssysteme der westdeutschen Pharmaindustrie in den 1950er bis 70er Jahren: Eine „Marketing-Informationsrevolution“?," Jahrbuch für Wirtschaftsgeschichte / Economic History Yearbook, De Gruyter, vol. 56(1), pages 137-162, May.
    • Handle: RePEc:bpj:jbwige:v:56:y:2015:i:1:p:137-162:n:6
    DOI: 10.1515/jbwg-2015-0006
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