search query: @author Hart, S. J. / total: 4
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| Author: | Fletcher, K. Hart, S. J. |
| Title: | Marketing strategy and planning in the UK pharmaceutical industry : some preliminary findings. |
| Journal: | European Journal of Marketing
1990 : VOL. 24:2, p. 55-68 |
| Index terms: | MARKETING STRATEGY PHARMACEUTICAL INDUSTRY UNITED KINGDOM STRATEGIC PLANNING |
| Language: | eng |
| Abstract: | Strategic marketing planning in the British pharmaceutical industry is discussed, with the key areas of marketing personnel, planning procedures and associated analytical tools being focused upon. Findings taken from a wide-ranging examination of marketing intelligence and planning are reported, the integration of marketing personnel at strategic level, the existence and time horizon of strategic planning, strategic issues and tools are discussed. The responses show an extremely marketing-oriented industry. New products and research and development are key elements of strategy. |
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