Preferencje lekarzy wobec formy sprzedaśy osobistej stosowanej przez firmy farmaceutyczne – wyniki badań
Physicians’ preferences towards the personal selling form used by pharmaceutical corporations – research results

Summary/Abstract: The paper presents the results of survey on physicians’ preferences as recipients of personal selling tool used by medical representatives of pharmaceutical firms. The objective of the research was to determine model of contacts desired by the physicians, preferred information and additional means supporting personal selling during the meeting, and medical representative’s characteristics important for physicians. The survey was targeted at general practitioner and at doctors being consultants alike.

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