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What next?


Citation

Hashim, Haslinda and Mohamat Din, Nurakmalina (2013) What next? Asian Journal of Case Research, 6 (2). ISSN 1985-4579

Abstract

This case revolves around a pharmaceutical company named Covorex (Malaysia). The head office is Covorex Pharma which originates in Germany. It was founded in 1950 and has grown into a global multinational company with more than 150 subsidiaries worldwide. Covorex (Malaysia) was established as a local subsidiary in 1980 to enable the distribution and marketing of Covorex Pharma pharmaceutical products in Malaysia. It has branches all over the country such as in Ipoh, Kota Bharu, Johor Bharu, Penang, Kuantan, Kuching and Kota Kinabalu, with over 200 employees. This case focuses on the sales performance of Covax, a new product introduced to clients in the Government-Hospital market. The case presents an opportunity for postgraduate and undergraduate students to apply and test their knowledge in Business to Business (B2B) marketing, integrated marketing communication and personal selling topics.


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Additional Metadata

Item Type: Article
Divisions: Faculty of Economics and Management
Publisher: Universiti Putra Malaysia Press
Keywords: Business buying situation; Personal selling; Sales force; Organizational customers
Depositing User: Nabilah Mustapa
Date Deposited: 26 Apr 2016 07:22
Last Modified: 26 Apr 2016 07:22
URI: http://psasir.upm.edu.my/id/eprint/42900
Statistic Details: View Download Statistic

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