Competition and Marketing Strategies in the Pharmaceutical Industry
Author | : Stuart St P. Slatter |
Publisher | : Routledge Library Editions: Marketing |
Total Pages | : 156 |
Release | : 2015-12-09 |
ISBN-10 | : 1138971367 |
ISBN-13 | : 9781138971363 |
Rating | : 4/5 (363 Downloads) |
Download or read book Competition and Marketing Strategies in the Pharmaceutical Industry written by Stuart St P. Slatter and published by Routledge Library Editions: Marketing. This book was released on 2015-12-09 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.