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Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing) (Routledge Library Editions: Marketing) - Softcover
Synopsis
This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market share for new products; the use of price, new products and promotional strategies to protect market share; the effects of patent expiration on price levels and the use of pricing strategy to achieve market share.
The book includes a brief comparative analysis of competition and marketing strategies in the US ethical pharmaceutical market.
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Review
Every teacher of marketing should read this book "Quarterly Review of Marketing"
Very comprehensive and engaging "Morris Holbrook, Columbia University"
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- PublisherRoutledge
- Publication date2015
- ISBN 10 1138971367
- ISBN 13 9781138971363
- BindingPaperback
- Edition number1
- Number of pages152
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