The potential usefulness of marketing research techniques in the area of pharmaceutical company and new product planning is outlined and a three-phase study of one market to isolate areas for potential profitable development is described. The impact on financial, research, development, organisational and marketing policies is mentioned and some of the problems in developing action guide-lines resulting from such studies are discussed.
Author: Jack H. Hayhurst
March 1, 1975
Author: Christina Heuer
February 27, 1985
- This could also be of interest