Год выпуска: 2010 Автор: Fadi Alkhateeb Издательство: LAP Lambert Academic Publishing Страниц: 136 ISBN: 9783838399973
Описание
Fadi Alkhateeb is considered one of few experts who specialize in Pharmaceutical E-Marketing field. Dr. Alkhateeb currently works as Assistant Professor of Pharmaceutical Marketing in University of Charleston School of Pharmacy/USA. Dr. Alkhateeb believes that understanding each segment''s needs and preferences is key to determining the right approach to e- detailing and offering the information and services that a particular segment values most. In this book, Dr. Alkhateeb explains key factors that influence physicians'' adoption of e-detailing (Age, gender, years of practice, specialty, attitudes, academic affiliation, volume of prescription, gifts as incentive, practice setting size, peer influence, and relative advantage). Moreover, this book will demonstrate how to maximize the impact of eDetailing on the sales process and how to effectively target the right physician audience and finally this book explores physician perceptions and attitudes toward e-detailing,...
