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• W2002253752 startingPage "318" @default.
• W2002253752 abstract "The pharmaceutical market is experiencing significantly amplified research and development costs, as well as increasing price and other competitive pressures. This article presents a much-needed systematic review of the literature relevant to pharmaceutical marketing. The authors find that the order-of-entry effect is critical in the sector, but that both early- and late-entry strategies can be effective when coupled with the appropriate marketing strategies. Within this context, the present study reveals that promotion policy is the most relevant, followed by price policy, with product design policy surprisingly only third in importance. Distribution (place) is the least relevant in the pharmaceutical context. These findings are used to drive an agenda for future research in pharmaceutical marketing." @default.
• W2002253752 created "2016-06-24" @default.
• W2002253752 creator A5020772870 @default.
• W2002253752 creator A5084875355 @default.
• W2002253752 date "2014-07-03" @default.
• W2002253752 modified "2023-10-01" @default.
• W2002253752 title "Marketing dimensions in the prescription pharmaceutical industry: a systematic literature review" @default.
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• W2002253752 doi "https://doi.org/10.1080/0965254x.2014.931878" @default.
• W2002253752 hasPublicationYear "2014" @default.
• W2002253752 type Work @default.

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