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Research papers

Sharpening the act

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...

Catalogue: EphMRA/ESOMAR Conference 1995: Pharmaceutical Marketing Research- The Challenge For Growth
Author: John S. Burton
June 1, 1995
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Citation

Burton, J. S. (1995a, June 01). Sharpening the act. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/sharpening-the-act


Research papers

How the industry forecasts

This paper describes the results of a survey of Pharmaceutical Companies that was conducted to investigate current procedures for 'long range' product and market forecasts. The survey was conducted by means of postal questionnaires that were kindly...

Catalogue: Seminar 1977: Foresight Or Hindsight?
Author: John S. Burton
March 1, 1977
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Citation

Burton, J. S. (1977a, March 01). How the industry forecasts. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/how-the-industry-forecasts


Research papers

Concept testing in the pre-launch phase

In order to maximise the profitable exploitation of new products it is essential for pharmaceutical manufacturers to evaluate new product concepts and, nearer to the date of launch, assess the relative merits of possible promotional concepts. Concept...

Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: John S. Burton
March 1, 1975
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Citation

Burton, J. S. (1975a, March 01). Concept testing in the pre-launch phase. ANA - ESOMAR. Retrieved December 03, 2023, from


https://ana.esomar.org/documents/concept-testing-in-the-pre-launch-phase