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    Marketing Communications in the Pharmaceutical Industry (Hardback) Edited by Peter Holden, Introduction by Jan Leschly

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    DescriptionSpecialists 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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    Title
    Marketing Communications in the Pharmaceutical Industry
    Authors and contributors
    Edited by Peter Holden, Introduction by Jan Leschly
    Physical properties
    Format: Hardback
    Number of pages: 160
    Width: 157 mm
    Height: 241 mm
    Thickness: 18 mm
    Weight: 363 g
    Language
    English
    ISBN
    ISBN 13: 9781870905381
    ISBN 10: 1870905385
    Classifications

    BIC E4L: BUS
    Nielsen BookScan Product Class 3: S4.3
    BIC subject category V2: MMG, KJS
    BISAC V2.8: TEC009010, BUS043000, MED071000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    BISAC V2.8: BUS058000
    BIC subject category V2: TDCW
    DC22: 615.10688
    DC20: 615.10688
    LC subject heading: ,
    Thema V1.0: KJS, TDC, MKG
    Edition
    New edition
    Edition statement
    1st New edition
    Illustrations note
    15ill.
    Publisher
    Radcliffe Publishing Ltd
    Imprint name
    Radcliffe Publishing Ltd
    Publication date
    01 May 1992
    Publication City/Country
    Oxford
    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