Healthy Skepticism Library item: 3452

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Lidstone J.
Marketing planning for the pharmaceutical industry
1987;

Abstract:

This chapter outlines for pharmaceutical industry product managers the various elements of promotion and how to utilize those elements. It discusses the following topics: understanding promotion, the buying process, promotion element effectiveness, promotion element objectives, communication options, risk evaluation, message creation, advertising, sales force promotion, promotion mix market research, media planning, sales promotion and the advertising agency brief.

Keywords:
*analysis/industry perspective/ marketing strategies/attitude toward promotion/PROMOTIONAL STRATEGIES: INDUSTRY