چکیده (انگلیسی):

In marketing, the concept of Customer Relationship Management (CRM) highlights the final customer of
the product. But in pharmaceutical industry it is seen that sales representatives are developing the relation with
doctors, stockiest and retailers. Article focused on perception of medical representative about CRM strategy its
impact on business outcomes. Researcher has used descriptive research design and collected opinions from
medical representatives from different pharmaceutical companies. From the results of current study, it is found
that tracking customer win-back levels as well as increasing business and tracking customer satisfaction level more
affected on business outcomes i.e. Customer Relationship Management affects on business outcomes.