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Pharmaceutical Industry

C/M/902. Relationship Marketing and the Internet in Pharmaceutical Industry

WORDS:
6500
DATE:
2008
PRICE:
69.99 GBP

The paper examines how the Internet and relationship marketing can contribute to the pharmaceutical industry, helping pharmaceutical companies to gain access to physicians and build customer loyalty. A review of related literature is presented discussing the move from traditional marketing and customer acquisition to relationship marketing and customer loyalty. The changes of customer loyalty in an online environment and their implications for the pharmaceutical industry are considered.

 

KEYWORDS: Internet, relationship marketing, customer loyalty, e-loyalty, pharmaceutical industry,

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