Ηλεκτρονικό μάρκετινγκ στις φαρμακευτικές εταιρίες

Σιάγκας, Γεώργιος

Electronic marketing in pharmaceutical companies

Master Thesis

Author

Σιάγκας, Γεώργιος

Date

2024

Abstract

This thesis aims to enlighten the reader about marketing in general and e-marketing specifically, in the field of pharmaceuticals. In the modern technological, globalized and digitally transformed reality, the dialectic about the necessity of integrating new media in marketing and commerce seems outdated. It is no coincidence that the research interest in this specific scientific field is intense, which is reflected in a significant number of studies. The pharmaceutical industry and the activities of pharmaceutical companies are of great importance for the national economy, but also for society, as it is the most directly related to public health and the well-being of citizens. In addition, marketing is a commonly held valuable, reliable and proven "tool" in the hands of those who wish to innovate, deliver and profit in a highly competitive environment with a large variety of similar products and services, where the struggle for advantage and value is relentless. In order to realize the purpose and objectives of the work, a thorough analysis of aspects of traditional and electronic marketing, presentation of the marketing mix and e-commerce, as well as an examination of marketing in pharmaceutical companies, with a case study of the PHARMASERV-Lilly company and a clear focus in the analysis of the marketing strategies it adopts and implements. The study confirms the advantages of switching from traditional to electronic, and the necessity of their extension in the pharmaceutical sector, especially in the wake of the health crisis/Covid-19 pandemic.

Postgraduate Studies Programme

Οικονομικά και Διοίκηση της Υγείας

Department

Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής Επιστήμης

Number of pages

Language

Greek

URI

https://dione.lib.unipi.gr/xmlui/handle/unipi/16768
http://dx.doi.org/10.26267/unipi_dione/4190

Collections

Τμήμα Οικονομικής Επιστήμης

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Αναφορά Δημιουργού-Όχι Παράγωγα Έργα 3.0 Ελλάδα