Marketing Communications In The Pharmaceutical Industry
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Marketing Communications in the Pharmaceutical Industry
Author | : Peter Holden |
Publisher | : CRC Press |
Total Pages | : 168 |
Release | : 2018-04-19 |
Genre | : Medical |
ISBN | : 1315343975 |
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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.
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