Browsing by Author "Bouzerouata Ilhem"

Filter results by typing the first few letters
Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Launch Of A New Pharmaceutical Product
    (جامعة الوادي University of Eloued, 2024-10-31) Bouzerouata Ilhem; Chetih Hichem
    The aim of our research is to analyse pharmaceutical marketing in new product launches and to look at the problems in applying the marketing mix for new medicines, as well as the effectiveness of B-to-B communication in the context of a new product launch. We used a qualitative approach, conducting semi-structured interviews with key opinion leaders and board members such as heads of marketing departments. The results show the importance of the relationship between the organisation and these professionals, as well as the relationship between the marketing department and healthcare professionals: doctors and pharmacists