Analysis of Cause-related Marketing Strategy in Pharmaceutical Industry
- VernacularTitle:医药企业善因营销策略探析
- Author:
Shuling WANG
;
Shu WANG
- Publication Type:Journal Article
- Keywords:
Pharmaceutical industry;
Cause-related marketing;
Public welfare
- From:
China Pharmacy
2005;0(16):-
- CountryChina
- Language:Chinese
-
Abstract:
OBJECTIVE:To analyze the cause-related marketing strategy in pharmaceutical industry.METHODS:The theory of cause-related marketing was introduced and the cause-related marketing pattern was illustrated with examples.RESULTS&CONCLUSION:Pharmaceutical enterprises can achieve win-win effect in both economic returns and social effects by selecting suitable public welfare projects and applying cause-related marketing.
