| 浅谈广告策略在非处方药市场中的重要性 |
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| 引用本文： | 蒋婷.浅谈广告策略在非处方药市场中的重要性[J].上海医药,2012,33(1):42-43. |
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| 作者姓名： | 蒋婷 |
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| 作者单位： | 上海罗氏制药有限公司,上海,201203 |
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| 摘 要： | OTC市场已成为制药企业获得经济收益的重要市场之一.由于OTC是一种特殊的消费品,因此广告策略在营销过程中起着举足轻重的作用.合理运用广告策略,是制药企业在这一市场获得成功的关键.
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| 关 键 词： | 非处方药 广告策略 营销 |
Significance of advertising strategy in OTC market |
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| JIANG Ting.Significance of advertising strategy in OTC market[J].Shanghai Medical & Pharmaceutical Journal,2012,33(1):42-43. |
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| Authors: | JIANG Ting |
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| Institution: | JIANG Ting ( Shanghai Roche Pharmaceutical Co., Ltd, Shanghai, 201203 ) |
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| Abstract: | OTC market has become one of the important markets to gain economic profits for pharmaceutical companies. Since OTC drug is a special kind of commodity, advertising strategy plays an important role in company＇ s marketing process. A right advertising strategy is the key factor to the market success for all pharmacuetical companies. |
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| Keywords: | OTC advertising strategy market |
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