Marketing communication in the pharmaceutical market during the multichannel era
Journal Title: Zeszyty Naukowe Wyższej Szkoły Bankowej w Poznaniu - Year 2016, Vol 67, Issue 2
Abstract
For several years there has been the concept of multichannel communication frequently used in publications, which are devoted to marketing communications in the pharmaceutical market. Multichannel communication is understood in the pharmaceutical market widely, not only as the presence of the marketing message across multiple channels, but also its communication in a manner adapted to the preferences of the target group. Multichannel communication is therefore a change in the approach to the recipients of communication and their role (different ways of shaping the interaction with the target group), as well as, the method of selection for forms of media and tools for a variety of communication channels.
Authors and Affiliations
Tomasz M. Miśkiewicz
Keywords
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