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Marketingstrategien fr rezeptfreie Arzneimittel

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Springer Nature
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GTIN
9783824469185
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Product Description

Tiefgreifende Strukturvernderungen im deutschen Gesundheitswesen sowie ein gestiegenes Gesundheitsbewusstsein in der Bevlkerung machen den Selbstmedikationsmarkt fr Pharmaunternehmen interessant. Da die klassischen, vornehmlich arztzentrierten Marketingmanahmen in diesem Marktumfeld nicht greifen, stellt sich die Frage nach erfolgsfrdernden Marketingstrategien in der Selbstmedikation. Robert Breuer stellt die strukturellen, wirtschaftlichen und gesetzlichen Rahmenbedingungen fr die Vermarktung von Selbstmedikationsprparaten in Deutschland dar. Im Rahmen einer empirischen Analyse erlutert der Autor den Zusammenhang zwischen Marketingverhaltensmustern und dem wirtschaftlichen Erfolg von Pharmaunternehmen. Abschlieend werden erfolgsfrdernde Marketingstrategien aufgezeigt und konkrete Handlungsempfehlungen fr das Pharmamanagement herausgearbeitet.

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