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Healthcare Relationship Marketing: Strategy, Design and Measurement by Ira J. Haimowitz (Hardcover, 2011)

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Product Information

In recent years there have been dramatic changes in the pharmaceutical promotional landscape, affecting both consumers and healthcare professionals. One consequence of these dynamics is the need for pharmaceutical companies to plan new kinds of dialogue and relationships with their stakeholders. The evolution has been from mass-channel push marketing to two-way, multi-channel relationship marketing. Targeted Emails, webinars, mobile messages, and social networks are expanding in usage. This book is a practical overview and resource guide for the design and measurement of pharmaceutical relationship marketing (RM) programs. There are descriptions of each aspect of pharmaceutical RM design and measurement, including a running case study with follow-up exercises. The author has also conducted interviews from several pharmaceutical marketing industry experts, each having 15 years or more of working healthcare RM knowledge, and each speaking on their specific specialities. For newcomers to healthcare marketing, this book can serve as a foundation and introduction that provides framework, details, and examples of both relationship marketing designs and associated measurement disciplines. Healthcare Relationship Marketing will also be valuable to readers currently working in pharmaceutical marketing or sales who may not have exposure to the particular disciplines of relationship marketing and direct response measurement and optimization. Even for the experienced practitioner this will serve as a convenient reference that pulls together all of the program components and measurement frameworks within a single book. This book may also serve as a textbook within a university course in marketing, or a pharmaceutical business program.

Product Identifiers

Publisher
Taylor & Francis Ltd
ISBN-13
9780566092176
eBay Product ID (ePID)
106461569

Product Key Features

Author
Ira J. Haimowitz
Publication Name
Healthcare Relationship Marketing: Strategy, Design and Measurement
Format
Hardcover
Language
English
Subject
Management, Marketing, Business
Publication Year
2011
Type
Textbook
Number of Pages
260 Pages

Dimensions

Item Height
246mm
Item Width
174mm
Item Weight
703g

Additional Product Features

Title_Author
Ira J. Haimowitz
Country/Region of Manufacture
United Kingdom

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Healthcare Relationship Marketing: Strategy, Design and Measurement by Ira J. Haimowitz (Hardcover, 2011)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in School Textbooks & Study Guides

Tracks, Scats and Other Traces: Reissue by Barbara Triggs (Paperback, 2004)

Save on School Textbooks & Study Guides

P-Sb7 Spirit Box Research for Use in Inter- Dimensional Contact [Paperback]

Viktor Schauberger The Water Wizard (Paperback)

Targeting Mental Maths Australian Curriculum Year 5 - New Edition 2023

Medication Log Book: Simple Personal Medication Administration Planner & Record

Year 5 Naplan*-Style Complete Workbook and Tests

Bindi: Winner of the Daisy Utemorrah Award by Kirli Saunders (Paperback) FREE Sh

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