Impact of Promotional Items on Business Outcomes in Pharmaceutical Industry

Pravara Management Review, 2013

9 Pages Posted: 6 Dec 2015

See all articles by Ganesh Pathak

Ganesh Pathak

Sri Balaji University, Pune; Lotus Business School

Sarang Shankar Bhola

Karmaveer Bhaurao Patil Institute of Management Studies & Research

Date Written: 2013

Abstract

Pharmaceutical companies are using different strategies to develop relationship with employees and customer. CRM is one tool which is used for developing relationship with customers. Present research seeks the opinion of medical representatives and medical practitioners regarding use of promotional tools and its impact on business outcomes. Researcher has collected data by using structured schedule from 103 medical practitioners and 90 pharmaceutical company and analyzed using mean, S.D. and hypothesis is tested using independent sample 't' test resulted positive impact of promotional tools on business outcomes.

Keywords: Pharmaceutical Industry, Promotional Items, Business Outcomes.

Suggested Citation

Pathak, Ganesh and Bhola, Sarang Shankar, Impact of Promotional Items on Business Outcomes in Pharmaceutical Industry (2013). Pravara Management Review, 2013, Available at SSRN: https://ssrn.com/abstract=2699425

Ganesh Pathak (Contact Author)

Sri Balaji University, Pune ( email )

Sri Balaji University, Pune
Pune, MA
India

Lotus Business School ( email )

Mumbai Bengaluru Bypass Road
Near Sai Expressway Petrol Pump
Punawale , Pune, IN Maharashtra 411033
India
411033 (Fax)

HOME PAGE: http://lotuscentre.ac.in

Sarang Shankar Bhola

Karmaveer Bhaurao Patil Institute of Management Studies & Research ( email )

Survey No.467/2, Varye
Tal. Satara
Satara, 415001
India
+919822124414 (Phone)

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