IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-37013-8_4.html
   My bibliography  Save this book chapter

Ziele und Strategien

In: Erfolgreich im Pharma-Marketing

Author

Listed:
  • Günter Umbach

Abstract

Zusammenfassung Das Kapitel beleuchtet: Ziele, Strategien, Leistungskenngrößen, heimliche Spielregeln, Unternehmenskultur, Erfolgsfaktoren, Übersicht der Zielgruppen (insbesondere Ärzte, Apotheken), Verkaufsförderung (VKF), Experten und Meinungsbildner, Selektion und Targeting. Sie erhalten Grundlagen einer guten Positionierung und einer prägnanten Botschaft. Sie entdecken, wie Sie trotz Informationsflut Aufmerksamkeit und Interesse wecken. Wie Sie offiziellen vs. persönlichen Nutzen kommunizieren, Überlegenheit sichtbar machen, Ihre Aussagen durch Quellen untermauern und letztendlich zu einer konkreten Handlung motivieren.

Suggested Citation

  • Günter Umbach, 2022. "Ziele und Strategien," Springer Books, in: Erfolgreich im Pharma-Marketing, edition 4, chapter 4, pages 53-84, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37013-8_4
    DOI: 10.1007/978-3-658-37013-8_4
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-37013-8_4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.