analysing crm practices of indian and multinational pharmaceutical companies vis--vis doctors perception
YOGESH JAIN,Subhash Chandra Sharma
Published in International Journal of Advanced Research in Business Management and Administration
ISSN: 2348 -2354 Impact Factor:1.48 Volume:1 Issue:1 Year: 21 May,2016 Pages:164-174
Abstract
Customer relationship management means increasing revenues and profitability by coordinating, consolidating and integrating all points of contact that enterprises havewith their customers, which is what in effect integrates sales, marketing and service. Increasingly, Pharma Industry has becoming heavily dependent on Customer Relationship Management. The experience in the recent times reveals that CRM as it is known in the Industrytoday has been reduced to planning personalized gifts and personalized services. Pharma companies, are investing a lot of promotional spend, but whether they have understood the meaning of real CRM leaves much to be desired. The companies aim to fit all of its CRM activities into its brands relationship marketing strategies. As per the objective of the paper first four important variables were identified which were responsible for the satisfaction from the CRM activities and out of the four it has found that the three has differences between the perception of doctors for Indian and Multinational companies.
Kewords
Customer relationship management (CRM), IndianPharmaceutical companies, Multinational Pharmaceutical companies and Doctors perception.
Reference
1. Andrade Steven Andiel, Matthias 2014. Leveraging Customer Relationship Management Strategies To Deliver Greater Shareholder Value Moving beyond Product Leadership to Ensure Continuing Success, Strategien für das Pharma Management, pp 183 196. 2. Arndt, Johan 1979.Toward a Concept of Domesticated Markets.Journal of Marketing, 43 Fall, 69.75.
