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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