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Research Article
Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives
Asta Kyguolienė — Vytautas Magnus University, Faculty of Economics and Management
Gabrielė Juknė — Vytautas Magnus University, Faculty of Economics and Management
Abstract
The paper assesses which direct marketing and personal selling tools medical representatives use and how effective these tools are perceived to be. It compares different communication channels, evaluates their impact on physicians and discusses how pharmaceutical companies can optimise their marketing mix.
Keywords
direct marketingpersonal sellingmedical representativespharmaceutical marketingcommunication tools
