Herramientas Gerenciales que Emplean los Gerentes de Marketing de la Industria Farmaceutica en Venezuela,para enfrentar los tiempos de Crisis e Incertidumbre
The study presented is part of the competence area of research in marketing pharmaceutical management and the overall objective is to study the strategic activities of the Pharmaceutical Marketing Manager in Venezuela in times of crisis and uncertainty, to know the tools they use to meet these times...
Zapisane w:
| Wydane: |
2013
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| Hasła przedmiotowe: | |
| Dostęp online: | http://hdl.handle.net/10872/3586 |
| Etykiety: |
Nie ma etykietki, Dołącz pierwszą etykiete!
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| Streszczenie: | The study presented is part of the competence area of research in marketing pharmaceutical management and the overall objective is to study the strategic activities of the Pharmaceutical Marketing Manager in Venezuela in times of crisis and uncertainty, to know the tools they use to meet these times and generate a proposal based on that reality. The problem under study is the difficulty present in the use of management tools that enable marketing managers of the Venezuelan pharmaceutical industry, to face times of crisis and uncertainty in each reality of their environment, so that it is required to raise the problem in terms of skills required in their roles in this industry sector. It is important to consider that managers who have played roles in the pharmaceutical industry for many years notice every day as each company adapts the execution of the marketing managements to their own needs and beliefs, rather than strategies that can be associated with the crisis and uncertainty that constantly prevails in this country. The study is supported by the theories of business management, which consider that any business organization must be at the levels of the demands of its customers in the process of systematization, mostly on the orders of its integration. The research was methodologically formed under the study modality of field type, using a descriptive level. The pertinent variables and indicators are operationally defined. The population consisted of 25 managers in the sector of the pharmaceutical industry in Venezuela. The information was obtained by administering a survey designed according to the study objectives reviewed and validated by experts. The results were presented in tables and graphics with statistical analysis. |
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