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| Author: | Lidstone, J. |
| Title: | Market segmentation for pharmaceuticals. |
| Journal: | Long Range Planning
1989 : APR, VOL. 22:2, p. 54-62 |
| Index terms: | PHARMACEUTICAL INDUSTRY MARKET SEGMENTATION MARKETING PLANNING |
| Language: | eng |
| Abstract: | Marketing, planning and segmentation for the pharmaceutical industry is discussed. Basic questions of the marketing planning process are examined. An eight stage planning model is presented. Activities involved in developing a successful plan are listed. A definition is presented for segmentation. Relief of pain and inflammation is discussed as an illustration for segmentation procedures. The problem of segment conversion is examined. Dangers of segmentation are highlighted. Managerial implications are summarized. Risk evaluation is mentioned as an important factor. |
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