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Sales & Marketing
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| Title |
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Marketing Planning for the Pharmaceutical Industry |
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| Author |
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John Lidstone & J MacLennan |
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| Publication date |
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April 1999 |
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| ISBN |
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0566081121 |
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| Pages |
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168 |
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| Price |
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pdf n/a | print £99 |
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Summary
Marketing in the pharmaceutical and healthcare sector requires a particular set of skills; the intricacies of it mean planning is an essential prerequisite. The marketing planning system described in this book has been designed to enable marketing and product executives to produce a plan which serves as a dynamic management tool which will help them to get from where they are now to where they want to be next year and thereafter.
Marketing Planning for the Pharmaceutical Industry is based on real life experience built up over many years. Each chapter takes the reader through the sequential stages of planning so that by the end they will be able to produce a practical plan ready for implementation. It is the only book of this type which tailors marketing to those working in the sector and as such is a unique, invaluable and indispensable resource.
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 TABLE OF CONTENTS |
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Content
Foreword
Introduction
The external analysis
The internal analysis
The SWOT analysis
Product strategy
Sales forecasting and strategy
Strategy implementation
Communications and its role in strategy implementation
Marketing research; Implementation and control
Writing the plan
Glossary of marketing terms
Index
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Sales & Marketing
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John Lidstone is an internationally recognised leader in management and marketing consultancy. He retired as Deputy Chairman of Marketing Improvements Group Plc in 1993, after spending nearly thirty years helping to build it into one of the foremost firms in marketing consultancy, research and training operating throughout the world, following eleven years with the Shell Group and teaching at Repton School.
He created and built the group's healthcare division and directed marketing consultancy assignments for 45 multinational pharmaceutical companies working for them in over 42 countries. This included developing, testing and installing marketing planning systems from which the material in this book is derived. He is also the author of 15 other books.
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