Marketing Communications in the Pharmaceutical Industry

Nonfiction, Health & Well Being, Medical, Reference, Administration
Cover of the book Marketing Communications in the Pharmaceutical Industry by Peter Holden, CRC Press
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Author: Peter Holden ISBN: 9781315343976
Publisher: CRC Press Publication: April 19, 2018
Imprint: CRC Press Language: English
Author: Peter Holden
ISBN: 9781315343976
Publisher: CRC Press
Publication: April 19, 2018
Imprint: CRC Press
Language: English

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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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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