This study aims to provide an analysis of strategic marketing decisions in the pharmaceutical industry, focusing on prescription drugs. The book is written for practitioners rather than academics and therefore it tries to be pragmatic and managerially-oriented rather than theoretical. Theories and conceptual frameworks are integrated in the text to the extent that they can address solutions to practical problems. The book is divided into four parts, the first of which gives an introduction to marketing strategy in the drug industry. It clarifies the notation of a market-driven pharmaceutical company and explains the context in which marketing strategies are developed. The second section examines the major building blocks of a marketing strategy, such as market segmentation, product positioning and competitive analysis. The impact of R & D and government regulations on marketing strategies are investigated in the third part of the book. In the final section, the implementation issues of marketing strategies are discussed, including strategic marketing review and the marketing mix.
