Managing B2B relationships in the Croatian pharmaceutical industry
The main purpose of CRM is to get to know the customer as well as possible, which can help a company to deliver better, more appropriate and higher added value to the customer. A strong connection with the customers is the key to their satisfaction, especially if this connection is attained through recognising the customers' needs. This can become one of the crucial competitive advantages. Those notions are more exposed in the industry which situation directly reflects the quality of human life as in the case of pharmaceutical industry. Better relationships between pharmaceutical companies and physicians and health institutions provide higher level of service to patients. In an empirical study conducted in the pharmaceutical market in Croatia, results show the importance of development of partner relationships between pharmaceutical companies' sales representatives and their customers (i.e., physicians subscribers in the primary health protection and physicians specialists in the secondary health protection that only recommend medicines).
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 6 (2010)
Issue (Month): 4 ()
|Contact details of provider:|| Web page: http://www.inderscience.com/browse/index.php?journalID=173 |
When requesting a correction, please mention this item's handle: RePEc:ids:wremsd:v:6:y:2010:i:4:p:318-335. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Graham Langley)
If references are entirely missing, you can add them using this form.