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Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective
Dissertation (MBA)--University of Pretoria, 2014.
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| Format: | Thesis |
| Language: | English |
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University of Pretoria
2015
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| _version_ | 1867613519863611392 |
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| access_status_str | Open Access |
| author2 | Goldman, Michael |
| author_browse | Goldman, Michael |
| author_facet | Goldman, Michael |
| collection | Thesis |
| dc_rights_str_mv | © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2014. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/45237 |
| institution | University of Pretoria (South Africa) |
| language | English |
| last_indexed | 2026-06-10T12:37:26.754Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2015 |
| publishDateRange | 2015 |
| publishDateSort | 2015 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/45237 Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective Goldman, Michael ichelp@gibs.co.za Botha, Hannelie UCTD Pharmaceutical industry Social media Sales promotion Marketing Qualitative research Dissertation (MBA)--University of Pretoria, 2014. The effective integration of social media into the sales and marketing process for pharmaceutical companies can be complex. The complexity is further increased by the regulatory limitations (Code of marketing practice) within the industry as well as other considerations. This research explores some of these considerations and implications for social media integration. Further, the research determines the value of social capital as well as the process for social media engagement. The study surveyed three pharmaceutical companies in different stages of social media integration. A heterogeneous sample was selected to include diverse characteristics because the topic is still new within the pharmaceutical environment. A qualitative multiple case study method was selected which included interviews, direct observations and document reviews. Despite regulatory limitations, the findings provide insights for other industries with possible considerations for social media integration into sales and marketing. This is complemented by the Social Capital Theory that states that social media adds value. The issues of adverse event reporting and how to measure the return on investment remain a challenge. In conclusion, the engagement and management of social media processes is not easy to implement; therefore a four-phased process for social media engagement is proposed as a framework that allows easy integration. pagibs2015 Gordon Institute of Business Science (GIBS) Unrestricted 2015-05-22T11:57:12Z 2015-05-22T11:57:12Z 2015-03-24 2014 Mini Dissertation Botha, H. (2014). Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective (MBA mini-dissertation).Gordon Institute of Business Science, University of Pretoria. Retrieved from http://repository.up.ac.za/handle/2263/1818 http://hdl.handle.net/2263/45237 en © 2014 University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD Pharmaceutical industry Social media Sales promotion Marketing Qualitative research Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective |
| title | Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective |
| title_full | Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective |
| title_fullStr | Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective |
| title_full_unstemmed | Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective |
| title_short | Considerations and implications of social media and the integration thereof in the sales and marketing process: a pharmaceutical perspective |
| title_sort | considerations and implications of social media and the integration thereof in the sales and marketing process a pharmaceutical perspective |
| topic | UCTD Pharmaceutical industry Social media Sales promotion Marketing Qualitative research |
| url | http://hdl.handle.net/2263/45237 |