Naslov
Managing B2B relationships in the Croatian pharmaceutical industry

Autori
Renko, Sanda ; Rakuljić, Mirela

Izvornik
World review of entrepreneurship, management and sustainable development (1746-0573) 6 (2010), 4; 318-335

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
pharmaceutical industry; customer relationships management; Croatia

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA