Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives
Direct marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The...
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| Format: | Article |
| Language: | English |
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Sciendo
2023-12-01
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| Series: | Organizacijų Vadyba: Sisteminiai Tyrimai |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/mosr-2023-0011 |
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| _version_ | 1850283304076443648 |
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| author | Kyguolienė Asta Juknė Gabrielė |
| author_facet | Kyguolienė Asta Juknė Gabrielė |
| author_sort | Kyguolienė Asta |
| collection | DOAJ |
| description | Direct marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The research includes results from a questionnaire survey of healthcare professionals and semi-structured interviews with medical representatives. Based on the findings, the article provides insights into what changes might be useful in the use of direct marketing and personal selling tools. |
| format | Article |
| id | doaj-art-40a1e85e9ead418680f2afd67ddbaf0a |
| institution | OA Journals |
| issn | 2335-8750 |
| language | English |
| publishDate | 2023-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | Organizacijų Vadyba: Sisteminiai Tyrimai |
| spelling | doaj-art-40a1e85e9ead418680f2afd67ddbaf0a2025-08-20T01:47:48ZengSciendoOrganizacijų Vadyba: Sisteminiai Tyrimai2335-87502023-12-01901324910.2478/mosr-2023-0011Assessing Direct Marketing and Personal Selling Tools Used by Medical RepresentativesKyguolienė Asta0Juknė Gabrielė1PhD, associate professor at Department of Marketing, Faculty of Economics and Management, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, LT-44244 Kaunas, LithuaniaMA, Vytautas Magnus University, Lithuania. Address: K. Donelaičio str. 52, LT-44244 Kaunas, LithuaniaDirect marketing and personal selling tools are the tools most used by medical representatives in their daily work. The aim of the study is therefore to assess the direct marketing and personal selling tools used by medical representatives and to provide recommendations for their effective use. The research includes results from a questionnaire survey of healthcare professionals and semi-structured interviews with medical representatives. Based on the findings, the article provides insights into what changes might be useful in the use of direct marketing and personal selling tools.https://doi.org/10.2478/mosr-2023-0011direct marketingpersonal sellingmarketing toolsmedical representativehealthcare professional |
| spellingShingle | Kyguolienė Asta Juknė Gabrielė Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives Organizacijų Vadyba: Sisteminiai Tyrimai direct marketing personal selling marketing tools medical representative healthcare professional |
| title | Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives |
| title_full | Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives |
| title_fullStr | Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives |
| title_full_unstemmed | Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives |
| title_short | Assessing Direct Marketing and Personal Selling Tools Used by Medical Representatives |
| title_sort | assessing direct marketing and personal selling tools used by medical representatives |
| topic | direct marketing personal selling marketing tools medical representative healthcare professional |
| url | https://doi.org/10.2478/mosr-2023-0011 |
| work_keys_str_mv | AT kyguolieneasta assessingdirectmarketingandpersonalsellingtoolsusedbymedicalrepresentatives AT juknegabriele assessingdirectmarketingandpersonalsellingtoolsusedbymedicalrepresentatives |