The transition of the pharmaceutical sector marketing activities: traditional marketing to digital marketing after the pandemic period and the results

Basit Öğe Kaydı
dc.authorid0000-0001-8349-607X
dc.contributor.authorSoykut Sarıca, Yeşim Pınaren_US
dc.date.accessioned2025-12-05T07:24:14Z
dc.date.available2025-12-05T07:24:14Z
dc.date.issued2022
dc.departmentIşık Üniversitesi, İktisadi, İdari ve Sosyal Bilimler Fakültesi, İşletme Bölümüen_US
dc.departmentIşık University, Faculty of Economics, Administrative and Social Sciences, Department of Business Administrationen_US
dc.description.abstractThe aim of the study is to understand the change in marketing practices in the pharmaceutical industry in human health during the pandemic process and to reveal the projections for post-marketing strategies in Turkey. With analyzes such as the speed of the industry’s adaptation to change, the flexibility of digitalization, the suitability of the existing structure, and the number of employees, future projections have been analyzed on the basis of the evaluations of pharmaceutical sector managers. The environment of the sector that has developed as a result of digitalization has been examined with its positive and negative aspects in terms of employment and employee competencies. As a result, all stakeholders in the pharmaceutical industry are not fully prepared for this process, adapting more slowly than expected in terms of adaptation time. As a living process, the preferences and methods need continuous and regular updating, but it has revealed the fact that digitalization will be passed as a partial and complete final result in its forward-looking predictions.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationSarıca, Y. P. (2022). TThe transition of the pharmaceutical sector marketing activities: traditional marketing to digital marketing after the pandemic period and the results T. Semerádová & P. Weinlich (Ed.), Moving businesses online and embracing e-commerce: Impact and opportunities caused by COVID-19, (s. 68–91). IGI Global. https://doi.org/10.4018/978-1-7998-8294-7.ch004en_US
dc.identifier.endpage91
dc.identifier.isbn9781799882947
dc.identifier.startpage68
dc.identifier.urihttps://hdl.handle.net/11729/6800
dc.identifier.urihttps://doi.org/10.4018/978-1-7998-8294-7.ch004
dc.institutionauthorSarıca, Yeşim Pınaren_US
dc.institutionauthorid0000-0001-8349-607X
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherIGI Globalen_US
dc.relation.ispartofMoving Businesses Online and Embracing E-Commerce: Impact and Opportunities Caused by COVID-19en_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleThe transition of the pharmaceutical sector marketing activities: traditional marketing to digital marketing after the pandemic period and the resultsen_US
dc.typeBook Chapteren_US
dspace.entity.typePublicationen_US

Dosyalar

Lisans paketi
Listeleniyor 1 - 1 / 1
Küçük Resim Yok
İsim:
license.txt
Boyut:
1.17 KB
Biçim:
Item-specific license agreed upon to submission
Açıklama:
İndir

Koleksiyon

Kitap / Kitap Bölümü Koleksiyonu | İşletme Bölümü