Importance of trend research in the marketing branch of the pharmaceutical industry


Until recently, the German pharmaceutical market was hardly subject to any changes which resulted from a general economic development or the population's changed attitude as to values in general. As far as the Federal Republic of Germany is concerned, considerable changes are envisaged and expected to take place in this field over the next couple of years. Consequently this will necessitate a systematic trend research to be carried out in order to analyse the market itself and its future changes and fluctuations. This report does not only reflect some of the economic tendencies but also the changing attitudes among the experienced the population. It describes the population's attitude towards the doctor and the doctor's behaviour. The results obtained from this preliminary study will be taken as a basis for future projects of trend research.

Rudolf Sommer


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