Marketing Ethics Construction of Pharmaceutical Companies in the Prospective of Customer Life Cycle

摘要：

Customer life cycle of pharmaceutical companies comprises four stages, namely, the value exploration, the value growth, the value preservation and the value termination. For each stages, the value orientation, marketing strategies and tools of pharmaceutical companies are different, therefore, the focus of their marketing ethics at different stages are different. The ethics construction in pharmaceutical companies should take stagespecific features of the customer life cycle into consideration, and target to enhance the customer value-driven pharmaceutical company ethics, social responsibility effectively, which not only promotes the medical enterprise marketing, but also extend customer life cycle in a greater degree. By this way, the pharmaceutical companies can realize the healthy, harmonious and sustainable development.

作者: Miao Ze-hua Bian Na Wang Ying-li Zhang C hun-ge

作者单位: Business school Shijiazhuang University of Economics Shijiazhuang, P.R.China

会议类型: 国际会议

会议名称: International Conference on Management and Service Science(2011年第五届管理与服务科学国际会议 MASS 2011)

会议地点: 武汉

会议语种:英文

页码: 1-4

在线出版日期: 2011-08-12（万方平台首次上网日期，不代表论文的发表时间）