Izvorni znanstveni članak
A DECISION MODEL FOR PHARMACEUTICAL MARKETING AND A CASE STUDY IN TURKEY
Didem Toker
Hakan Tozan
Ozalp Vayvay
Sažetak
The choice of the appropriate product for the portfolio of a pharmaceutical company in terms of its strategy and long term commercial value is a sophisticated multi-criteria decision problem in pharma economics. This paper provides a systematic method for licensing in pharma industry and proposes a Fuzzy AHP based decision model for the decision makers in pharmaceutical industry to assess potentials of different products for license-in that may be proper for their portfolio. An application of the proposed model is also performed for a pharmaceutical company in Turkey.
Ključne riječi
Marketing; Decision making; Pharma industry
Hrčak ID:
104011
URI
Datum izdavanja:
1.3.2013.
Posjeta: 1.642 *