ESSAYS ON PHARMACEUTICAL MARKETING WITH A CASE STUDY COMPANY

ABC Research Alert

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Field Value
 
Title ESSAYS ON PHARMACEUTICAL MARKETING WITH A CASE STUDY COMPANY
 
Creator Ing-udomnoogoon, Kitcha; IICSE University
 
Subject Pharmaceutical, marketing, marketing mix, promotion, advertisement
 
Description The objective of this thesis was to design a marketing strategy plan for a case company in Thailand. Due to confidentiality, the case company is blinded as Company X, who has also sponsored primary research surveys included in the study. The ideal outcome of this thesis was to design a marketing strategy plan to help the case company become a successful pharmaceutical company and strengthen topline business performance over the near future period in 2019-2021. Quantitative research methods were mainly used in this dissertation research. A single case study with two marketing hypotheses were utilized as research techniques. Primary survey pen-andpaper based questionnaires and the interviews were the major information sources of the empirical data for the research, complemented with secondary data sources. The theoretical framework aims to find knowledge for compiling the main elements of the marketing strategy plan in this thesis. A situation analysis and SWOT analysis of the case company were also presented in this thesis. The results of the thesis were tactical marketing plans and marketing strategies for Company X Thailand. Proposed marketing strategy plans were based on the internal and external analyses of the case company.
 
Publisher Asian Business Consortium
 
Contributor
 
Date 2018-11-24
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion

 
Format application/pdf
 
Identifier https://journals.abc.us.org/index.php/abcra/article/view/1138
10.18034/abcra.v6i3.1138
 
Source ABC Research Alert; Vol 6, No 3 (2018): September-December 2018 Issue; Thailand
10.18034/abcra.v6i3
 
Language eng
 
Relation https://journals.abc.us.org/index.php/abcra/article/view/1138/1024
 
Rights Copyright (c) 2018 Kitcha Ing-udomnoogoon
http://creativecommons.org/licenses/by-nc/4.0
 

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