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Pharmaceutical Product Management in 1990: Will There Be Any Changes?

Hendrikus G. Kleizen (University of the Witwatersrand)
George Beaton (BBDO Medical)
Russell Abbratt (University of the Witwatersrand, Johannesburg)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 July 1985

105

Abstract

Reports on an investigation into the future of the product management concept in the South African pharmaceutical market, using South Africa as a representative microcosm of other international markets. Presents the findings of a survey carried out among marketing personnel. Predicts that the product manager of 1990 will perform the following roles: information‐providing; co‐ordinating; and boundary spanning. Suggests further that such product managers will not exercise line authority over critical product decisions.

Keywords

Citation

Kleizen, H.G., Beaton, G. and Abbratt, R. (1985), "Pharmaceutical Product Management in 1990: Will There Be Any Changes?", European Journal of Marketing, Vol. 19 No. 7, pp. 5-10. https://doi.org/10.1108/EUM0000000004727

Publisher

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MCB UP Ltd

Copyright © 1985, MCB UP Limited

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