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 [Dissertation (University of Nottingham only)] (Unpublished)
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.
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