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PubMed · 11209474

Developing customer databases.

S K Rao·S Shenbaga
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Abstract

There is a growing consensus among pharmaceutical companies that more product and customer-specific approaches to marketing and selling a new drug can result in substantial increases in sales. Marketers and researchers taking a proactive micro-marketing approach to identifying, profiling, and communicating with target customers are likely to facilitate such approaches and outcomes. This article provides a working framework for creating customer databases that can be effectively mined to achieve a variety of such marketing and sales force objectives.

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Data CollectionDatabase Management SystemsDrug IndustryEfficiency, OrganizationalHumansMarketing of Health ServicesOrganizational ObjectivesUnited StatesJournal Article

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S K Rao, S Shenbaga. 2000. Developing customer databases.. https://pubmed.ncbi.nlm.nih.gov/11209474/

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