A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty
This study examines the most appropriate pharmaceutical product marketing mix to drive customer loyalty. It’s findings relate more specifically to Janssen, a pharmaceutical company, part of Johnson & Johnson. It’s main aims are to understand the validity of Net Promoter Scores (a method to measu...
| Main Author: | |
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
| Published: |
2012
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| Online Access: | https://eprints.nottingham.ac.uk/26125/ |
| _version_ | 1848793116886171648 |
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| author | Lilley, Matthew |
| author_facet | Lilley, Matthew |
| author_sort | Lilley, Matthew |
| building | Nottingham Research Data Repository |
| collection | Online Access |
| description | This study examines the most appropriate pharmaceutical product marketing mix to drive customer loyalty. It’s findings relate more specifically to Janssen, a pharmaceutical company, part of Johnson & Johnson. It’s main aims are to understand the validity of Net Promoter Scores (a method to measure loyalty), understand more deeply what may drive customer loyalty in the pharmaceutical industry, and finally to establish the most effective marketing mix in order to achieve that. During the study the most recent Janssen Net Promoter Scores are assessed and the validity of the Net Promoter Score itself, debated. Current literature available on how the marketing mix links to customer loyalty is also examined. In order to add a voice to the debate, 5 separate in-depth interviews were conducted with pharmaceutical company customers to ascertain what may also drive or detract from their loyalty.
Based on all of the findings of this study certain conclusions are drawn about how suitable the Net Promoter Score is to use as a measure of loyalty going forward for Janssen, how obtainable or otherwise customer loyalty in the pharmaceutical industry is, and how companies wishing to engender loyalty should approach their marketing mix, with specific reference to the 7P’s of Product, Price, Promotion, Place, People, Process and Physical Evidence/Customer Service. Recommendations for Janssen specifically are also drawn. |
| first_indexed | 2025-11-14T18:55:11Z |
| format | Dissertation (University of Nottingham only) |
| id | nottingham-26125 |
| institution | University of Nottingham Malaysia Campus |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T18:55:11Z |
| publishDate | 2012 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | nottingham-261252017-10-17T00:38:54Z https://eprints.nottingham.ac.uk/26125/ A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty Lilley, Matthew This study examines the most appropriate pharmaceutical product marketing mix to drive customer loyalty. It’s findings relate more specifically to Janssen, a pharmaceutical company, part of Johnson & Johnson. It’s main aims are to understand the validity of Net Promoter Scores (a method to measure loyalty), understand more deeply what may drive customer loyalty in the pharmaceutical industry, and finally to establish the most effective marketing mix in order to achieve that. During the study the most recent Janssen Net Promoter Scores are assessed and the validity of the Net Promoter Score itself, debated. Current literature available on how the marketing mix links to customer loyalty is also examined. In order to add a voice to the debate, 5 separate in-depth interviews were conducted with pharmaceutical company customers to ascertain what may also drive or detract from their loyalty. Based on all of the findings of this study certain conclusions are drawn about how suitable the Net Promoter Score is to use as a measure of loyalty going forward for Janssen, how obtainable or otherwise customer loyalty in the pharmaceutical industry is, and how companies wishing to engender loyalty should approach their marketing mix, with specific reference to the 7P’s of Product, Price, Promotion, Place, People, Process and Physical Evidence/Customer Service. Recommendations for Janssen specifically are also drawn. 2012-12-13 Dissertation (University of Nottingham only) NonPeerReviewed application/pdf en https://eprints.nottingham.ac.uk/26125/1/Matt_Lilley_Final_MBA_Dissertation.pdf Lilley, Matthew (2012) A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty. [Dissertation (University of Nottingham only)] (Unpublished) |
| spellingShingle | Lilley, Matthew A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty |
| title | A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty |
| title_full | A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty |
| title_fullStr | A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty |
| title_full_unstemmed | A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty |
| title_short | A Study to Analyze the Most Appropriate Pharmaceutical Product Marketing to Mix to Drive Customer Loyalty |
| title_sort | study to analyze the most appropriate pharmaceutical product marketing to mix to drive customer loyalty |
| url | https://eprints.nottingham.ac.uk/26125/ |