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Omni-Channel- Marketing in der Pharma-Industrie: Aktuelle strategische Herausforderungen und Lösungsansätze bei der Konzeptualisierung und Implementierung von Omni-Channel-Marketingstrategien

Author

Listed:
  • Herzog, Dalia
  • Trendelenburg, Florian

Abstract

Dieser Artikel beleuchtet die aktuellen Herausforderungen im Omni-Channel-Marketing der Pharma-Industrie in Deutschland, der Schweiz und Österreich. Er liefert Marketingführungskräften evidenzbasierte praxisnahe Lösungsvorschläge entlang der zentralen Phasen einer Marketingstrategie.

Suggested Citation

  • Herzog, Dalia & Trendelenburg, Florian, 2024. "Omni-Channel- Marketing in der Pharma-Industrie: Aktuelle strategische Herausforderungen und Lösungsansätze bei der Konzeptualisierung und Implementierung von Omni-Channel-Marketingstrategien," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 41(6), pages 46-58.
    • Handle: RePEc:zbw:hsgmrs:330511
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    References listed on IDEAS

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    1. Schwartz, Rebecca K. & Soumerai, Stephen B. & Avorn, Jerry, 1989. "Physician motivations for nonscientific drug prescribing," Social Science & Medicine, Elsevier, vol. 28(6), pages 577-582, January.
    2. Jensen, Michael C. & Meckling, William H., 1976. "Theory of the firm: Managerial behavior, agency costs and ownership structure," Journal of Financial Economics, Elsevier, vol. 3(4), pages 305-360, October.
    3. Joseph A. DiMasi & Henry G. Grabowski, 2007. "The cost of biopharmaceutical R&D: is biotech different?," Managerial and Decision Economics, John Wiley & Sons, Ltd., vol. 28(4-5), pages 469-479.
    4. Miller, Amalia R. & Tucker, Catherine, 2014. "Health information exchange, system size and information silos," Journal of Health Economics, Elsevier, vol. 33(C), pages 28-42.
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