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Developing integrated forecasts in an increasingly complex, global pharmaceutical market

Date of publication: June 1, 1995

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth

Authors: William F. Mckenna, Girish Patwardhan, Juliet J. Goodfriend

Abstract:

As decision-making for prescription pharmaceuticals becomes increasingly pluralistic, forecasting the market share of a new product or line extension is more difficult than ever, especially in global, international applications. This paper presents a model that parameterizes the decision-making process for each element in the process and then integrates them into a comprehensive market forecasting system.

William F. Mckenna

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Girish Patwardhan

Author

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Juliet J. Goodfriend

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Mckenna, Patwardhan and Goodfriend (1995a, June 01). Developing integrated forecasts in an increasingly complex, global pharmaceutical market. ANA - ESOMAR. Retrieved July 26, 2026, from


https://ana.esomar.org/documents/how-the-industry-forecasts