engleski

Managing B2B relationships in the Croatian pharmaceutical industry

The main purpose of CRM is to get to know the customer as well as possible, which can help a company to deliver better, more approapriate and higher added value to the customer. A strong connection with the customer is the key to their satisfaction, especially if this connection is attained through recognising the customers' needs. This can become one of the crucial competitive advanteges. In an empirical study conducted in the pharmaceutical market in Croatia, resulty show the importance of development of partner relationships between pharmaceutical companies' sales representatives and their customers.

pharmaceutical industry; customer relationships management; Croatia

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