Social media marketing : a new era in the pharmaceutical industry

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dc.contributor.advisorMackert, Michaelen
dc.contributor.committeeMemberLove, Braden
dc.creatorTaylor, Rhonda Nancyen
dc.date.accessioned2010-08-26T20:53:41Zen
dc.date.accessioned2010-08-26T20:53:48Zen
dc.date.accessioned2017-05-11T22:20:08Z
dc.date.available2010-08-26T20:53:41Zen
dc.date.available2010-08-26T20:53:48Zen
dc.date.available2017-05-11T22:20:08Z
dc.date.issued2009-12en
dc.date.submittedDecember 2009en
dc.date.updated2010-08-26T20:53:48Zen
dc.descriptiontexten
dc.description.abstractThis paper seeks to understand how social media can be employed by pharmaceutical brands as an integral component of the marketing mix. Novo Nordisk will be used as an example to demonstrate the unsuccessful use of social media marketing. Similarly, Johnson & Johnson, Sanofi-Aventis and Bayer Didget will be used as examples to demonstrate the successful use of social media marketing. The framework necessary in the construction of a successful social media marketing campaign will be discussed, with each component receiving individual attention. This framework will be implemented in a hypothetical campaign for the pharmaceutical brand, Vytorin, to demonstrate the process.en
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2009-12-564en
dc.language.isoengen
dc.subjectSocial media marketingen
dc.subjectPharmaceuticalen
dc.titleSocial media marketing : a new era in the pharmaceutical industryen
dc.type.genrethesisen

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