营销工程在医药营销决策中的应用探讨

Discussion on the application of marketing engineering in pharmaceuticals marketing decisions

营销工程是研究开发和使用交互式、定制化的计算机决策模型用于分析、规划、实施市场营销战略和策略,属于营销的定量分析工具,其理论依据是传统的市场营销理论。本文以STP战略决策模型为例,阐述营销工程在医药营销决策中的具体应用。

Marketing engineering involves developing and using interactive and customizable computer-decision models for analyzing, planning and implementing marketing strategies and tactics. Marketing engineering belongs to the quantitative tool of marketing and the traditional marketing theory is its theoretical basis. Taking STP strategy decision model for example, the application of medicine marketing decisions is described in this article.