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商品詳細
Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing).
・ISBN 978-1-138-97136-3 paper GB£ 53.99
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| 著者・編者 | St P Slatter, Stuart, |
|---|---|
| シリーズ | (Routledge Library Editions: Marketing) |
| 出版社 | (Routledge, UK) |
| 出版年月 | 2015 |
| ページ数 | 152 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A01-5247＞ |
解説
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.