Marketing Communications in the Pharmaceutical Industry
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.
- Hardback | 714 pages
- 157.48 x 241.3 x 17.78mm | 362.87g
- 30 Jun 2004
- Taylor & Francis Ltd
- Radcliffe Publishing Ltd
- London, United Kingdom
- Revised ed.
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