title: Developing customer databases.
abstract: There is a growing consensus among pharmaceutical companies that more product and customer-specific approaches to marketing and selling a new drug can result in substantial increases in sales. Marketers and researchers taking a proactive micro-marketing approach to identifying, profiling, and communicating with target customers are likely to facilitate such approaches and outcomes. This article provides a working framework for creating customer databases that can be effectively mined to achieve a variety of such marketing and sales force objectives.
authors.affiliation: ZS Associates, Princeton, NJ, USA.
authors.forename: S K
authors.initials: SK
authors.lastname: Rao
authors.forename: S
authors.initials: S
authors.lastname: Shenbaga
mesh_terms: D003625:Data Collection; D003628:Database Management Systems; D004345:Drug Industry / Q000458:organization & administration*; D017598:Efficiency, Organizational; D006801:Humans; D008389:Marketing of Health Services / Q000379:methods*; D009937:Organizational Objectives; D014481:United States