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Kritische Erfolgsfaktoren bei der Konzeption zielführender Veranstaltungen der pharmazeutischen Industrie by Krösche, Jens

Kritische Erfolgsfaktoren bei der Konzeption zielführender Veranstaltungen der pharmazeutischen Industrie

by Jens Krösche
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Book cover type: Paperback
  • ISBN13: 9783640205202
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 158
  • Original Price: USD 62.9
  • Language: German
  • Edition: N/A
  • Item Weight: 395 grams
  • BISAC Subject(s): Management

Diplomarbeit aus dem Jahr 2003 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,0, Hochschule Osnabrück (Wirtschaftswissenschaften), Veranstaltung: Veranstaltungsmarketing und -management, Sprache: Deutsch, Abstract: Medizinische Fortbildungsveranstaltungen sind für Pharma-Unternehmen schon lange nicht mehr nur ein Image-Instrument. Wie andere Bereiche der Wirtschaft auch, wird der Markt der pharmazeutischen Industrie ständig von neuen und veränderten strukturellen, soziodemographischen, ökonomischen, wirtschaftlichen, rechtlichen und technischen Rahmenbedingungen beeinflusst und unterliegt somit fortlaufend entsprechenden Wandlungen. Im Hinblick auf die Umsetzung innovativer Strategien gilt die pharmazeutische Industrie als Pionier der konsequenten Konzeptionierung von zielführenden Veranstaltungen. Erst langsam wird das Instrument konsequent angewandt, und so zur Optimierung ganzheitlich bestehender Marketing-Konzepte eingesetzt. Medizinische Fortbildungen ergänzen das Spektrum der Werbemittel und schaffen somit Synergien zwischen den einzelnen Instrumenten. Um dies zu unterstützen und einen Optimierungs- und Integrationsprozess dieser Veranstaltungen auf fundierter Basis voranzutreiben, bedarf es der Beleuchtung aller diesbezüglich relevanten und erfolgsbeeinflussenden Grö en. Die diesbezüglichen kritischen Erfolgsfaktoren, welche für die zielführende Konzeption von Veranstaltungen der pharmazeutischen Industrie aus Unternehmens- und Teilnehmersicht von unerlässlicher Wichtigkeit sind, methodisch und systematisch herauszuarbeiten ist das Ziel dieser Arbeit. Hierzu werden zunächst die Grundlagen des herkömmlichen Pharma-Marketings und dessen Besonderheiten beleuchtet. Die Grundlage einer Erfolgsoptimierung und innovativen Konzeption dieser Veranstaltungen bilden die Ergebnisse der sich anschlie enden Erfolgsfaktorenforschung und die dadurch eruierten und abschlie end in einem entsprechend entwickeltem Modell verdeutlichten kritischen

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