The effect of the marketing strategy in performance of the pharmaceutical sector
Authors: Samanta, Irene 
Issue Date: 18-Jan-2017
Book: Socio-Economic Perspectives on Consumer Engagement and Buying Behavior 
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.
ISBN: 9781522521402
DOI: 10.4018/978-1-5225-2139-6.ch013
URI: https://uniwacris.uniwa.gr/handle/3000/2080
Type: Book Chapter
Department: Department of Business Administration 
School: School of Administrative, Economics and Social Sciences 
Affiliation: University of West Attica (UNIWA) 
Appears in Collections:Book Chapter / Κεφάλαιο Βιβλίου

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