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

Stuart St P Slatter (Autor)

Buch | Hardcover

152 Seiten

2014
Routledge (Verlag)
978-1-138-79352-1 (ISBN)

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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.

1. Introduction 2. Selected Characteristics of the Market for Ethical Pharmaceutical Products 3. Patterns of Competition within the Industry 4. Marketing Strategies 5. The United States: A Comparative Analysis 6. Predictable Changes in the Competitive Environment 7. Competition in the Over-the-Counter Market.

Erscheint lt. Verlag	22.8.2014
Reihe/Serie	Routledge Library Editions: Marketing
Verlagsort	London
Sprache	englisch
Maße	156 x 234 mm
Gewicht	340 g
Themenwelt	Medizin / Pharmazie ► Pharmazie
	Technik
	Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
ISBN-10	1-138-79352-3 / 1138793523
ISBN-13	978-1-138-79352-1 / 9781138793521
Zustand	Neuware