A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty

Lilley, Matthew (2012) A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty. [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

This study examines the most appropriate pharmaceutical product marketing mix to drive customer loyalty. It’s findings relate more specifically to Janssen, a pharmaceutical company, part of Johnson & Johnson. It’s main aims are to understand the validity of Net Promoter Scores (a method to measure loyalty), understand more deeply what may drive customer loyalty in the pharmaceutical industry, and finally to establish the most effective marketing mix in order to achieve that. During the study the most recent Janssen Net Promoter Scores are assessed and the validity of the Net Promoter Score itself, debated. Current literature available on how the marketing mix links to customer loyalty is also examined. In order to add a voice to the debate, 5 separate in-depth interviews were conducted with pharmaceutical company customers to ascertain what may also drive or detract from their loyalty.

Based on all of the findings of this study certain conclusions are drawn about how suitable the Net Promoter Score is to use as a measure of loyalty going forward for Janssen, how obtainable or otherwise customer loyalty in the pharmaceutical industry is, and how companies wishing to engender loyalty should approach their marketing mix, with specific reference to the 7P’s of Product, Price, Promotion, Place, People, Process and Physical Evidence/Customer Service. Recommendations for Janssen specifically are also drawn.

Item Type: Dissertation (University of Nottingham only)
Depositing User: EP, Services
Date Deposited: 21 Mar 2014 12:38
Last Modified: 25 Oct 2016 03:25
URI: http://eprints.nottingham.ac.uk/id/eprint/26125

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