Marketing Communications in the Pharmaceutical Industry

Marketing Communications in the Pharmaceutical Industry

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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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Product details

  • Hardback | 714 pages
  • 157.48 x 241.3 x 17.78mm | 362.87g
  • Taylor & Francis Ltd
  • Radcliffe Publishing Ltd
  • London, United Kingdom
  • English
  • Revised ed.
  • 15ill.
  • 1870905385
  • 9781870905381

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
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