The marketing research function in an international pharmaceutical company

Author: J. A. Thompson


This talk will look at some of the major considerations which must be recognised when organising Market Research as a total company concept in an international pharmaceutical company. That is to say we are not only talking of a centralised H.O. function but of a co-ordinated company-wide and world wide market research function; a function which fulfils the individual needs at head office, as well as the needs of the subsidiary companies and, where they exist, agencies.

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