Marketing Planning for the Pharmaceutical Industry (Hardcover, 2nd edition)

Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; its intricacies mean planning is an essential prerequisite. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter. Now in its second edition, this bestselling book has become the standard text for all product managers, marketing managers and directors working in this demanding industry. John Lidstone and Janice MacLennan have updated the book to embrace best current practice. A new orientation to external analysis and a reworking of the application of SWOT analysis, along with fresh material on sales forecasting and strategy implementation, bring the book up to date with current thinking and industry trends. Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.

General

Imprint:	Gower Publishing Ltd
Country of origin:	United Kingdom
Release date:	April 1999
First published:	1999
Authors:	John Lidstone • Janice MacLennan
Dimensions:	297 x 210 x 17mm (L x W x T)
Format:	Hardcover
Pages:	168
Edition:	2nd edition
ISBN-13:	978-0-566-08112-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Industry & industrial studies > Manufacturing industries > Pharmaceutical industries Books > Medicine > General issues > Health systems & services > Hospital administration & management Promotions
LSN:	0-566-08112-1
Barcode:	9780566081125

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