Researching different promotional approaches

Date of publication: September 1, 1981

Abstract:

This paper attempts to describe: A) Different current approaches to promotional campaigns by multi-national pharmaceutical companies; B) Different approaches to researching these campaigns; C) A proposed method of research which minimises cost but maximises potential return. It does not attempt to describe in detail the research methods used - just the planning of research.

  • PDF
  • This could also be of interest