Marketing Communications in the Pharmaceutical Industry
Nonfiction, Health & Well Being, Medical, Reference, Administration
| Author: | Peter Holden | ISBN: | 9781315343976 |
| Publisher: | CRC Press | Publication: | April 19, 2018 |
| Imprint: | CRC Press | Language: | English |
| Author: | Peter Holden |
| ISBN: | 9781315343976 |
| Publisher: | CRC Press |
| Publication: | April 19, 2018 |
| Imprint: | CRC Press |
| Language: | English |
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.
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.
