Scholarly record
THE IMPACT OF SEGMENTATION AND BRAND MANAGEMENT: EVIDENCE FROM PHARMACEUTICALS INDUSTRY
Abstract
Globalization makes world a small village. Information technologies are fostering the development interaction between nations, business and marketing centers. Instead of producing everything, trade companies are focusing their efforts to produce one thing as big brand. This tendency provides efficiency and effectiveness. To this end, trade companies try to categorize their customers or divide into customer segments. For example a medical company produces one medicine to capture all customers of a certain market. In this research, Markor inventory is conducted the people who work in the pharmaceuticals industry to reveal the aims of the market segmentation and its results.
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References3
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Kohli, Ajay K. and Bernard J. Jaworski (1990), "Market Orientation:The Construct, Research Propositions, and Managerial Implications," Journal of Marketing, 54 (April), 1- 18.
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