Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing) / Edition 1

by Stuart St P Slatter

Overview

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.

Product Details

ISBN-13:	9781138793521
Publisher:	Taylor & Francis
Publication date:	08/22/2014
Series:	Routledge Library Editions: Marketing , #22
Pages:	152
Product dimensions:	6.12(w) x 9.19(h) x (d)

Table of Contents

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.

Editorial Reviews

‘Every teacher of marketing should read this book…’ Quarterly Review of Marketing

‘Very comprehensive and engaging’ Morris Holbrook, Columbia University

From the Publisher