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Digital Marketing And Communications In Pharmaceutical Industry

Author

Listed:
  • Neviana Krasteva

    (Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski)

Abstract

The following article summarizes the results of a study of the applications of digital marketing principles in pharmaceutical industry, and emphasizes the importance and necessity of using this technology in the field. Pharma market is viewed in the context of the “experiential marketing.” Some examples for the application of the new technology, as well as problems and doubts which arise along with it, are presented and analyzed.

Suggested Citation

  • Neviana Krasteva, 2016. "Digital Marketing And Communications In Pharmaceutical Industry," Yearbook of the Faculty of Economics and Business Administration, Sofia University, Faculty of Economics and Business Administration, Sofia University St Kliment Ohridski - Bulgaria, vol. 14(1), pages 181-200, March.
    • Handle: RePEc:sko:yrbook:v:14:y:2016:i:1:p:181-200
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