Giriş

Yazar "The purpose of this thesis was to determine empirically the effectiveness of promotional activities of foreign pharmaceutical firms from the point of view of doctors. Three foreign pharmaceutical firma; Pfizer, Roche. Bifa were selected for comparison of promotionsl activities. These three firms are the leading foreign manufacturing companies in pharmaceutical industry in Turkey. A total of thirty four internists were selected to study the effectiveness of promotional activities of Pfizer, Roche, Bifa and pharmaceutical firms in general. The marketing mansgers of Pfizer, Roche and promotion manager of Bifs were interviewed also to get information on the scope of their market penetration in Turkey, promotional expenditures and sales, number of personnel employed, organization of marketing practices, perception of their promotional effectiveness vs. the other firms. The data collection instrument in both the main study and the manager interviews were questionnaires. The questions were administered through personal interviews. Findings of the study indicate that not much difference exist among Pfizer, Roche and Bifa in terms of effectiveness of promotionsl activities according to doctors. But with a slight difference Roche and Bifa is ahead of Pfizer. Also other findings that can be generalized are, promotional activities of pharmaceutical firms are thought to be important both by internists and managers but insufficient according to internists. This research is guiding not only for multinstional pharmaceutical campanies, but also for domestic ones. Although most of the questions in questionnaires were about multinational firms and specifically about Pfizer, Roche and Bifa; still some questions were asked in general and helped us to learn the perceptions of doctors and the managers of the three companies, about various promotional activities." için M.A. Theses listeleme