| Author | Tam, Vincent Win-Yin |
| Call Number | AIT Proj. no.SM-10-05 |
| Subject(s) | Pharmaceutical industry--Europe--Marketing
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| Note | A project study submitted in partial fulfilment of the requirements for the degree of Master of Business Administration in Business Administration – MBA |
| Publisher | Asian Institute of Technology |
| Series Statement | |
| Abstract | Over the last few decades, the pharmaceutical industry has been victim to many criticisms due to its controversial practices in several fields of t he business. In particular, marketing methods from sales representatives have encountered many unethical practices when approaching physicians , hospitals and clinics with commercial products. Due to the drastic in crease in regulatory stringency, country economics, rise in public scrutiny and emergence of generics, many pharmaceutical companies, such as Eli Lilly , are integrating a marketing strategy from its former push model to a pull model approach . Thus , instead of imposing products upon physicians via sometimes, controversial tactics, pharmaceutical companies’ new approach towards marketing involves activities such as sponsoring non - promotional medical meetings to promote unbiased medical education in t heir respective fields. This subtle form of marketing allows physicians to present their latest scientific research to other physicians in order to improve patient treatment outcome. Eventually, physicians will draw their own conclusions over which product s have become top of the line compounds to treat patients, one (or more) of which are owned and supplied by the sponsoring firm . This piece aims to investigate and analyse this transition in pharmaceutical imposive “ traditional” marketing practices (push model) to the new pull “ attract and retaining” model strategy to determine its future and sustainability in the industry. |
| Year | 2010 |
| Corresponding Series Added Entry | |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Sununta Siengthai |
| Examination Committee(s) | Donyaprueth Krairit;Winai Wongsurawat |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2010 |