Marketing Communications in the Pharmaceutical Industry

Marketing Communications in the Pharmaceutical Industry


Edited by Peter Holden, Introduction by Jan Leschly

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  • Publisher: Radcliffe Publishing Ltd
  • Format: Hardback | 160 pages
  • Dimensions: 157mm x 241mm x 18mm | 363g
  • Publication date: 1 May 1992
  • Publication City/Country: Oxford
  • ISBN 10: 1870905385
  • ISBN 13: 9781870905381
  • Edition: New edition
  • Edition statement: 1st New edition
  • Illustrations note: 15ill.

Product description

Specialists drawn from industry, agency and academia explain the role of the various elements in the marketing communications process, and show how a reassessment of the marketing mix can result in a positive response to challenges imposed by a changing commercial environment. The pharmaceutical industry is often used as the model to illustrate proven techniques and creative innovation in marketing; although primarily intended for all those involved in the pharmaceutical, healthcare and allied industries, the book should be of interest to a much wider readership.

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Table of contents

Pharmaceuticals - the ultimate gamble?; internal communications; the role of the medical department; the sales force; meetings, symposia and conferences; the role of advertising in communications; the PR consultancy; opinion leaders in medicine; the NHS and its managers; marketing communications - the future