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Master's Thesis from the year 2009 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: Sehr gut, Coventry University, language: English, abstract: Public Relations ist eine zentrale Chance im Marketing-Mix für OTC-Arzneimittel. Zunehmend kritische Patienten können so von den Vorteilen rezeptfreier Arzneimittel nachhaltig überzeugt werden und Meinungsführerschaften in einer zunehmend online dominierten Medienbranche aufgebaut und gesteuert werden.Diese Masterarbeit überprüft anhand von Leitfadeninterviewa mit Experten der Pharmabranche die Chancen von PR im Rahmen der Marketingkommunikation.