Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.15/2096
Título: Manifold-Marketing:a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users
Autor: Rodrigues, Dário
Lopes, José
Tavares, Jorge
Palavras-chave: Manifold-marketing
Web-marketing
Social media marketing
Pharmaceutical marketing
Data: Jun-2013
Citação: Rodrigues, D., Lopes, J. & Tavares, J. (2013). Manifold Marketing : a new marketing archetype for the information age, applied to the adoption of oral contraceptives and other drugs by end-users. Comunicação apresentada a Annual Conference of International Network of Business & Management Journals (INBAM 2013), 3, Lisboa, Portugal.
Resumo: Taking into account the new communication paradigm of Social Media this paper proposes an original marketing archetype for the information age named by the authors as “ManifoldMarketing”. The conducted study explores the contribution of participating in social networks on the Internet for the adoption process of oral contraceptives (OCs) and other drugs by their end users. Empirical data for this research was collected from a sample of 1162 respondents of a target population formed by Portuguese women, current or potential users of OCs who had reached a level of college education. The results obtained after applying a package of statistical techniques involving descriptive statistics, nonparametric tests and multivariate analysis show that the use of the Internet as well as the participation in the social network Facebook can contribute to the adoption process of OCs. Market segments which are relevant to pharmaceutical marketing were identified based on criteria that associate the information and communication technologies (ICT) with the adoption process of OCs carried out by the consumers themselves. This study also demonstrates that the adoption model and segmentation proposed can be generalized to other markets in the health sector. Considering the obtained results and the proposed "Manifold Marketing", innovative pharmaceutical marketing guidelines are presented.
Peer review: yes
URI: http://hdl.handle.net/10400.15/2096
Versão do Editor: https://me-kono.eu/conferences/3rd-international-network-of-business-management-journals-inbam-conference-2013
Aparece nas colecções:Comunicações em conferências e congressos_ESGTS

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