The Effect of the Marketing Strategy in Performance of the Pharmaceutical Sector

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Author(s): Irene Samanta (Piraeus University of Applied Sciences, Greece)
Copyright: 2017
Pages: 12
Source title: Socio-Economic Perspectives on Consumer Engagement and Buying Behavior
Source Author(s)/Editor(s): Hans Ruediger Kaufmann (University of Applied Management Studies Mannheim, Germany & University of Nicosia, Cyprus)and Mohammad Fateh Ali Khan Panni (City University, Bangladesh)
DOI: 10.4018/978-1-5225-2139-6.ch013

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The aim of this research is to examine the impact of Marketing Strategy possesses in pharmaceutical sector in Greece and define the competitive and organizational benefits accumulate from the procedure. A quantitative survey was conducted with a sample of pharmaceutical firms. The method used is Factor analysis and a Multivariable Regression Model in order to forecast the total performance of the organization. The importance of the Marketing Strategy in the current economic conditions provides a practical indication of marketing decision making and if managed carefully and closely monitored it can offer a number of direct competitive benefits to the industries.

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The Effect of the Marketing Strategy in Performance of the Pharmaceutical Sector

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