Abstract

In today’s highly volatile market, the importance of internal marketing to the sales force has increased. This is of even more significance in industries that rely heavily on the sales force such as the pharmaceutical industry. Companies are trying to get their sales force on board as they are the ones executing the strategies of the company on the field.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Marketing communication
• Internal marketing
• Motivating the sales force
• and Partnering with the field.

Keywords

Internal marketing, sales force, marketing orientation, marketing strategy, execution, implementation, sales meeting, plan of action meeting, Plavix, Plavix Plan of Action meeting, Plavix Plan of Action Premiere, pharmaceutical, Bristol-Myers Squibb, Sanofi-Aventis, Torre Lazur McCann