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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783322904232
Condition
New
Product Description

Globalisierung, internationale Freihandelszonen und europischer Binnenmarkt - der Trend geht auch in der Pharmaindustrie zum Zusammenwachsen der Mrkte. Trotzdem tun sich nicht nur der Pharma-Mittelstand, sondern auch die so genannten Multinationals der pharmazeutischen Industrie weiterhin schwer, in bestimmten europischen Lndern Fu zu fassen. Was macht den wirtschaftlichen Erfolg im europischen Ausland so schwierig? Das Buch liefert eine fundierte Strukturanalyse der verschiedenen europischen Regionen, beschreibt den Status quo in der Pharmaindustrie im Umgang mit lokalen Besonderheiten und schildert Best-Practice-Beispiele. Darauf aufbauend werden zukunftsorientierte Handlungsempfehlungen entwickelt. Der Leser erfhrt, wie er Marketingmix, Vertriebsaktivitten, strategische Allianzen, Organisationsstruktur und Lobbying gezielt und erfolgreich fr den geplanten Markteintritt einsetzen kann.

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