RELATIONSHIP MARKETING IN THE PHARMACEUTICAL MARKET - ANALYSIS OF THE HUNGARIAN CASE

Abstract

The paper begins with an introduction of the new trends of pharmaceutical marketing focusing on the role of relationship marketing. Then it gives a short overview about the theoretical background of relationship marketing. It matches the different relationship marketing theories, and investigates the relationships in the pharmaceutical market focusing on the Hungarian hospital market. The paper reports about an empirical study of hospitals´ drug procurement in Hungary. The results support the improvement of the relationship marketing activity of pharmaceutical companies.