Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)

Name: Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)
Author: Stuart St P Slatter

Specificaties

Gebonden, 152 blz. | Engels

Taylor & Francis | 1e druk, 2014

ISBN13: 9781138793521

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Juridisch :

Taylor & Francis 1e druk, 2014 9781138793521

Onderdeel van serie Routledge Library Editions: Marketing

€ 106,00

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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.