Abstract:
This study sets out to define some of the major differences between general practitioners, consultants and hospital doctors - differences in work load, environment, and level of medicine practised. Their approach to product selection is examined, and the way in which these differences can be utilised in the tailoring of promotional approach is discussed. A study of current approaches used is presented which indicates that in few instances are promotional approaches tailored to the audience needs.
Research Papers
Market-segmentation in the magazine field
Catalogue: Seminar 1974: Editorial Research In The Publishing Industry
Author: Roswitha Kohrs-Darius
 
June 15, 1974
Case Studies
Improving the communications of research findings
Catalogue: ESOMAR Congress 1975: Quality In Research
Author: Robert M. Worcester
 
August 1, 1975
Research Papers
Market monitoring through attitude research
Catalogue: Seminar 1974: Management Information For Retail Organisations
Authors: Stephen J. Arnold, Douglas J. Tigert
 
April 1, 1974
