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Marketing dimensions in the prescription pharmaceutical industry : a systematic literature review
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Stros, Michael and Lee, Nick (2015) Marketing dimensions in the prescription pharmaceutical industry : a systematic literature review. Journal of Strategic Marketing, 23 (4). pp. 318-336. doi:10.1080/0965254X.2014.931878 ISSN 0965-254X.
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Official URL: http://dx.doi.org/10.1080/0965254X.2014.931878
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.
Item Type: | Journal Article | ||||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Journal of Strategic Marketing | ||||||
Publisher: | Routledge | ||||||
ISSN: | 0965-254X | ||||||
Official Date: | 3 July 2015 | ||||||
Dates: |
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Volume: | 23 | ||||||
Number: | 4 | ||||||
Page Range: | pp. 318-336 | ||||||
DOI: | 10.1080/0965254X.2014.931878 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Restricted or Subscription Access |
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