This book examines the nature and extent of competition in the pharmaceutical industry and analyses the interaction between market structure and selected elements of the marketing mix. It provides valuable insights into the level of promotional expenditure required to achieve a significant market share for new products; the use of price, new products and promotional strategies to protect market share; the effects of patent expiration on price levels and the use of pricing strategy to achieve market share.

The book includes a brief comparative analysis of competition and marketing...

Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in the study of organizations, and considers how organizations can be adapted to better serve the needs of marketing.

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.

This set covers books originally published between 1925 and 1995, written and edited by authors from both sides of the Atlantic. It covers marketing theory, strategy, and organization, budgeting and market research. Particular volumes focus on specific industries such as tourism and pharmaceuticals, whilst other volumes are devoted to specific sub-fields of marketing such as advertising.

Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines:

• The study of the organisational location and positioning of the marketing function
• The analytical perspectives of information-processing theories of organisation
• The relationship between structure and information
• Organisational processes

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.

This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest manuals on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.

This book discusses the challenges of running an advertising agency in the early part of the twentieth century and examines the organization and operation of such agencies in great detail. One of the earliest "manuals" on planning and operating an advertising agency, this book was also one of the first to illustrate the vital part that advertising plays in the successful business, using six American advertising agencies as its sources.

An international group of scholars, drawn from the United States, Europe and Australia and from a number of academic disciplines, explores the history of marketing in the food and drink industries, focusing on the meaning of brands, the ways in which they add value and the surrounding business strategies.

Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival.