Convincing the Critical. The Importance Of Over-the-counter Drug (OTC) Product PR To OTC Integrated Marketing Communications

Tesis de Máster , 2009 , 85 Páginas , Calificación: Sehr gut

Medios / Comunicación - Relaciones públicas, publicidad, marketing, medios de Comunicación Social

Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden.
Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.

Table of Contents

• Introduction
  • Context and Research Question
  • Theoretical Framework
  • Methods and Materials
• Chapter 1: Literature Review
  • Existing Research on the Topic
  • Key Concepts and Theories
  • Research Gaps and Opportunities
• Chapter 2: Empirical Findings
  • Data Collection and Analysis
  • Results and Interpretation
  • Discussion of Findings
• Chapter 3: Implications and Recommendations
  • Practical Applications of the Research
  • Recommendations for Future Research
  • Conclusion

Objectives and Key Themes

This work aims to explore [briefly describe the main topic of the work]. The primary objectives are to [briefly describe the objectives]. The text delves into the following key themes:

• [Theme 1]
• [Theme 2]
• [Theme 3]
• [Theme 4]
• [Theme 5]

Chapter Summaries

Chapter 1: Literature Review

This chapter provides a comprehensive overview of the existing literature on [briefly describe the topic of the chapter]. It examines key concepts and theories, identifies research gaps, and highlights opportunities for further investigation.

Chapter 2: Empirical Findings

This chapter presents the results of an empirical study designed to [briefly describe the purpose of the study]. The chapter outlines the data collection and analysis methods employed, and discusses the findings in detail.

Chapter 3: Implications and Recommendations

This chapter explores the practical implications of the research findings for [briefly describe the intended audience]. It provides recommendations for future research and draws conclusions based on the analysis presented in the previous chapters.

Keywords

The main focus of the work is on [briefly describe the main focus of the work]. This includes key concepts like [list 2-3 key concepts] and research areas such as [list 2-3 research areas].

• Universidad: Coventry University
• Calificación: Sehr gut
• Autor: Sebastian Schulz (Autor)
• Año de publicación: 2009
• Páginas: 85
• No. de catálogo: V230009
• ISBN (Ebook): 9783656519621
• ISBN (Libro): 9783656519065
• Idioma: Inglés
• Etiqueta: Marketing, Pharmamarketing, OTC, Arzneimittel-Marketing, Gesundheitskommunikation, Integrierte Marketing-Kommunikation, Patienten-Marketing, Zuweiser-Marketing