Series: Routledge Library Editions: Marketing. Num Pages: 156 pages, black & white illustrations. BIC Classification: KCCD. Category: (UP) Postgraduate, Research & Scholarly; (UU) Undergraduate. Dimension: 234 x 156 x 8. Weight in Grams: 281. . 2015. 1st Edition. paperback. . . . . Books ship from the US and Ireland.

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Bibliographic Details

Title: Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing) (Routledge Library Editions: Marketing)
Publisher: Routledge
Publication Date: 2015
Language: English
ISBN 10: 1138971367
ISBN 13: 9781138971363
Binding: Soft cover
Condition: New

About this title

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.

About the Author

Stuart St P Slatter

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