Marketing Strategy and Planning in the UK Pharmaceutical Industry: Some Preliminary Findings

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. The responses of a number of companies to whom detailed questionnaires were sent, are shown in tables. These detail, for example, who is responsible, in a particular company for strategic planning, issues, and use of analytical tools. The impression gained from these responses show an extremely marketing‐oriented industry.

Citation

Fletcher, K. and Hart, S.J. (1990), "Marketing Strategy and Planning in the UK Pharmaceutical Industry: Some Preliminary Findings", European Journal of Marketing, Vol. 24 No. 2, pp. 55-68. https://doi.org/10.1108/03090569010142280