Impact of internet and social media on organisational change of OTC medicines marketing management
by Vasja Roblek
International Journal of Electronic Marketing and Retailing (IJEMR), Vol. 6, No. 3, 2015

Abstract: Pharmaceutical companies have been forced to change their approach to selling over-the-counter (OTC) medicines because of the increased pressure on sales margins. The development of Web 2.0, Web 3.0, and social media technologies allow low-cost online marketing, including e-commerce. An organisational adaptation has to cope with the changes in the OTC drug market is required because of the widespread use of the internet and social media. The increased importance of digital media for marketing has convinced the OTC medical industry to include the use of social media in its customer relationship management strategy. Qualitative research on the impact of the internet and social media on the marketing of organisational change management for OTC medicines is based on new-age digital marketing, which is replacing Kotler's 4 P's of marketing (product, price, place and promotion). This paper has found a high correlation between anchoring theory, data analysis, and theoretical returns that accrue by linking research findings, practical initiatives, and internet and social media operating guidelines in the pharmaceutical industry.

Online publication date: Sun, 26-Jul-2015

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Marketing and Retailing (IJEMR):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com