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Entwicklungen im Kundenbeziehungsmanagement der pharmazeutischen Industrie


  • Hörauf-Umgeher, Martina

    () (Cyprus International University)


The goal of this article is to analyze the current status of customer relationship management (CRM) in the pharmaceutical industry and to identify potential future directions as well as research gaps in that area. The literature based assessment identifies four major groups: physicians, pharmacists, sales representatives and patients and their interdependence to each other. Although patients are the end user of pharmaceutical products and pharmacists serve as the seller of those, the customer relationship management today is focused on an interaction between sales representatives and physicians. Besides that, other potentially important groups like payers or providers are currently not fully included in CRM activities, a research gap identified is the lack of knowledge about the actual desire of customers and how to fulfill them.

Suggested Citation

  • Hörauf-Umgeher, Martina, 2017. "Entwicklungen im Kundenbeziehungsmanagement der pharmazeutischen Industrie," Zeitschrift für interdisziplinäre ökonomische Forschung, Allensbach Hochschule, issue 1, pages 71-79, June.
  • Handle: RePEc:ris:zfioef:0097

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    More about this item


    Pharmazeutische Industrie; Kundenbeziehungsmanagement; Marketing;

    JEL classification:

    • I11 - Health, Education, and Welfare - - Health - - - Analysis of Health Care Markets


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