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Tekijä:Walther, H. P.
Wahle, P.
Otsikko:Strategisches Pharma-Marketing
Lehti:Marketing
1990 : VOL. 12:1, p. 31-400
Asiasana:CHEMIST SHOPS
MARKETING RESEARCH
SURVEYS
Kieli:ger
Tiivistelmä:The findings of a questionnaire and deep interviews are presented. The hypotheses are that strategic marketing, with harmonised components contributes to firm success and firm-size dependent external and internal variables have both direct and indirect impact on firm success. Cluster analysis reveals five groups of pharmaceutical firms: mediocre , aggressive, specialist, dynamic and traditional.
SCIMA tietueen numero: 80629
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