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Article: What senior management wants from marketing research. (pharmaceutical industry)
- Article from:
- Medical Marketing & Media
- Article date:
- May 1, 1993
- Author:
CopyrightCOPYRIGHT 1993 Haymarket Media, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Marketing researchers must become "navigators" and stop "using the rearview mirror to drive." That's the consensus of top pharmaceutical executives as they assess the changes needed if marketing research is to meet the needs of an industry in transition.
With the pharmaceutical marketplace becoming increasingly segmented and competitive, and third-party pressures altering the way the industry does business, senior managers believe that major changes must be made in marketing research. They believe that integrating the research function deeply into marketing strategy development will be essential to pharmaceutical marketing success.
This is the consensus of ...