Competition and Marketing Strategies in the Pharmaceutical Industry (RLE Marketing)
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ethical drug market
marketing
over-the-counter medicines
patent expiration effects
pharmaceutical market share strategies
pharmaceutical pricing strategy
promotional expenditure analysis
US healthcare market comparison
Product details
- ISBN 9781138793521
- Weight: 340g
- Dimensions: 156 x 234mm
- Publication Date: 22 Aug 2014
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
