Investigating the relationship between strategic marketing management and innovation in the sale of pharmaceutical products and market performance
Emerald insight Ltd ePublications
Item Record
Preview Book
| Publication Year | 2019 |
| Publication Month | June |
| Volume Number | 36 |
| Issue Number | Issue 1 |
| Pages | 13-29 |
| Journal Title | Advances in Strategic Management: A Research Annual |
| Author(s) | |
| Author Affiliation(s) |
|
| Affiliation(s) | Department Chair and Professor of Strategy, University of Arkansas |
| ISSN | 0742-3322 |
| Indexed By | Emerald insight Ltd Online |
| Language | English |
| Accreditation(s) |
|
| Full Text | Full Text.pdf |
|
Abstract
The present study examines the relationship between strategic marketing management and innovation in the sale of pharmaceutical products and market performance in Germany. The research method was descriptive-correlation and applied in terms of purpose. Data have been collected by library and field method. The data collection tool is a 31-question standard questionnaire that is graded based on a 5-point Likert scale. The statistical population of the research includes doctors, employees and medicine sellers in Berlin in 2019, which is 300 people. The statistical sample is estimated to be 169 people using Morgan's table. The random sampling method is simple. Descriptive and inferential statistical methods and Spss24 software were used for data analysis. The results showed that there is a relationship between strategic marketing management and innovation in the sale of pharmaceutical products and market performance.
|
|