Sharpening the act

Author: John S. Burton


This paper outlines a largely personal view of the challenges facing marketing researchers and their colleagues in pharmaceutical companies and the actions that deserve priority. Preparation of the paper has been assisted by discussions with senior executives in pharmaceutical companies and agencies. The strategic responses of companies to the threats and opportunities facing the industry vary greatly and the implications for those in marketing research and related services are far from consistent. There is evidence from other industries that internal marketing research departments of companies are under threat and in many single country pharmaceutical companies there are no specialist marketing researchers. This leads to a need for head-office help and a responsible approach from agencies.

John S. Burton


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