Award Date

Spring 2008

Degree Type

Professional Paper

Degree Name

Master of Science in Hospitality and Tourism Management (MSHTM)

Department

Hotel Administration

First Committee Member

Curtis Love, Chair

Number of Pages

28

Abstract

“How wrong I was!” This admission from John H. Young (Young, 2006, p. 340) relates to his first exposure to pharmaceutical marketing more than 20 years ago. Young states he had been “sent to represent the medical group at a planning meeting of the launch of a new non-steroidal.” He felt competent he could hold his own at the meeting. At the planning meeting, however, as competition, inventories, market segments, inventories, formulation issues, opinion leader development, and public relations campaigns highlighted discussions, Young learned he would out of his depth. He needed to, Young determined, learn about marketing and production as quickly as possible – before the next planning meeting. The policy for marketing pharmaceuticals, like that for many global markets, is highly complex. Unlike most global industries, however, the pharmaceutical industry is highly fragmented. (Ibid. p. 342) In a similar sense, planning for pharmaceutical promotional meetings frequently proves to be disjointed, with individuals who work as marketing planners, at times, like Young, getting out of their depth.

Keywords

Marketing — Decision making; Pharmaceutical industry – Marketing

Disciplines

Marketing | Pharmacoeconomics and Pharmaceutical Economics

Language

English


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