Μάρκετινγκ φαρμακευτικών εταιριών : μελέτη περίπτωση φαρμακευτικής εταιρίας AstraZeneca
Pharmaceutical company marketing : the case of AstraZeneca
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Μάρκετινγκ ; Φαρμακευτικές εταιρίες ; Digital marketing ; SWOT analysisAbstract
This thesis explores pharmaceutical marketing through the lens of modern developments in healthcare, technology, and strategic management. It begins by analyzing the concept of marketing and its applications across various sectors, with a particular focus on health services and pharmaceutical companies. Special attention is given to services marketing, its unique characteristics, and the importance of creating value for both patients and healthcare professionals.
The study then presents the core strategies and tools of pharmaceutical marketing, both in national and international contexts, emphasizing regulatory requirements, drug promotion practices, and market segmentation. A significant portion of the research is dedicated to the digital transformation of pharmaceutical marketing and the emerging approaches that utilize artificial intelligence, big data, and personalized patient experiences.
Through a SWOT analysis, the internal strengths and weaknesses, as well as the external opportunities and threats that pharmaceutical firms face in today’s competitive and highly regulated landscape, are examined. Finally, a case study of AstraZeneca highlights successful practices in strategic and digital marketing, providing valuable insights into how innovation can be aligned with trustworthy and patient-centered healthcare delivery.
Postgraduate Studies Programme
Οικονομικά και Διοίκηση της ΥγείαςDepartment
Σχολή Οικονομικών, Επιχειρηματικών και Διεθνών Σπουδών. Τμήμα Οικονομικής ΕπιστήμηςNumber of pages
63Language
GreekCollections
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Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα
Αναφορά Δημιουργού-Μη Εμπορική Χρήση-Όχι Παράγωγα Έργα 3.0 Ελλάδα