(Institute of Social Sciences, 2019)
Akyol, Doruk Can; Elmadağ Baş, Ayşe Banu; 555852; Management Business Administration; İşletme Yönetimi
The purpose of this study to understand the mechanisms that shape the company image in physicians mind through marketing activities of pharmaceutical companies. Based on previous literature on the pharmaceutical industry and sales force influence on company image, a statistical model has been established to explain the effects of company and sales force activities on favorable company image. Using a quantitative approach, data from 191 physicians is obtained via personal interviews. Results show that sales force performance, personal support of a firm and visit frequency of sales representatives significantly improve company image.