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

1st Edition

Stuart St P Slatter

Routledge
Published December 11, 2015
Reference - 152 Pages
ISBN 9781138971363 - CAT# Y208315
Series: Routledge Library Editions: Marketing

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Summary

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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