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.
General
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