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dc.contributor.author
Pastogiannis, Athanasios
en
dc.contributor.author
Dionysatos, Christos
en
dc.date.accessioned
2015-06-04T08:23:28Z
dc.date.available
2015-09-27T05:56:42Z
dc.date.issued
2015-06-04
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/179
dc.rights
Default License
dc.title
Health Management : “Analyzing relationship marketing regarding pharmaceutical sales representatives and physicians”
en
heal.type
masterThesis
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, Executive MBA
heal.publicationDate
2011
heal.bibliographicCitation
Pastogiannis Athanasios and Dionysatos Christos, 2011, Health Management : “Analyzing relationship marketing regarding pharmaceutical sales representatives and physicians”,Master's Dissertation ,International Hellenic University
en
heal.abstract
Personal relationships are the key element of many marketing activities for creating, developing and maintaining long term business relationships. Companies today have focused their attention on creating strong personal relationships with partners, suppliers and customers in order to serve their interests. The interest is so big that many believe that promotion through personal relationships is the new model for marketing (Stewart, 2004). Since marketing is partly based on personal relationships, it is very important that sales representatives in pharmaceutical companies focus on building such relationships. It is of most importance for researchers to evaluate doctor‟s perception of medical representatives and the impact of this perception. After gathering all information required for understanding the factors that affect doctor‟s perception towards pharmaceutical companies, data collection was conducted in big urban areas such as Athens, Patra, Heraklion and Ioannina. The aim of the research was: To investigate the importance of medical representatives as a parameter of company reputation, to demonstrate how medical representatives can help to the establishment of a positive company reputation, to make useful conclusions which could possibly help a pharmaceutical company change and improve its reputation and to evaluate doctor‟s opinion for medical representatives. After analyzing the findings of the primary research we reached to the following conclusions for Medical Representatives as a factor of creating company image in the Pharmaceutical Market and to the doctors.  For the total of the participating doctors and having as trust as a basic criterion, the biggest percentage (about 75%) agreed that indeed they trust the Medical Representatives when they visit them  In the second level of questions and having as a primary topic Moral behavior of Medical Representatives the biggest percentage (76%) of participants agreed that the Medical Representatives show moral behavior  In the final level of questions that was researched, the usefulness of doctors cooperation with Medical Representatives the majority of the iii doctors (88%) agreed that Medical Representatives are useful partners for them, having built at the same time good, interpersonal and business relationships with them, (total percent 81%), basing their answers on the good visits, total percent of answers 92%
en
heal.tableOfContents
CHAPTER 1.INTRODUCTION 1.1 Introduction 1 CHAPTER 2. CONCEPTUAL FRAMEWORK 2.1 Relationship Marketing Introduction 4 2.2 Relationship Marketing in Pharmaceutical Industry 5 2.3 Promotion in the Pharmaceutical Industry 6 2.4 Theoretical model: The Fombrun-Shanley-Stewart model 7 2.5 Benefits from a positive company reputation 8 2.6 Reputation of pharmaceutical companies and its meaning to the sales force 9 2.7 The role and significance of medical representatives 14 2.8 The medical‟s representative‟s value 16 CHAPTER 3. RESEARCH DESIGN 3.1 Aim of the research 18 3.2 Collecting and analyzing information 18 3.3 Planning of the research 18 3.4 Methods for collecting evidence 19 3.5 Sampling 19 3.6 Planning of the questionnaire 20 3.7 Questions-goals 22 v CHAPTER 4 FINDINGS 4.1 Findings 23 4.2 Comparison of research findings with the aims of the assignment 41 CHAPTER 5 CONCLUSION, SUGGESTIONS 5.1 Conclusions 43 5.2 Directions for further research 45 APPENDIX
en
heal.advisorName
Balabanis, George
en
heal.committeeMemberName
Balabanis, George
en
heal.committeeMemberName
Plakogiannaki, Emmanouela
en
heal.committeeMemberName
Leventis, Stergios
en
heal.academicPublisher
School of Economics and Business Administration, Executive MBA programme
en
heal.academicPublisherID
ihu
heal.numberOfPages
70
heal.fullTextAvailability
true


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