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The role of research in strategic planning for a multi-national pharmaceutical company

Date of publication: June 15, 1983

Catalogue: AMA/JMRA/JMA/ESOMAR Conference 1983: Strategic Planning

Author: David S. Mitchell

Abstract:

The main aim of this paper is to focus on the role of research in strategic planning for a drug company, taking a particular programme of surveys amongst doctors as an example of the contribution which research can make.

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