✦ LIBER ✦

Drug discovery and strategic marketing: The need to improve the connection

✍ Scribed by J. D. Fitzgerald

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 102 KB
Volume: 43
Category: Article
ISSN: 0272-4391
DOI: 10.1002/(sici)1098-2299(199803)43:3<143::aid-ddr3>3.0.co;2-j

No coin nor oath required. For personal study only.

✦ Synopsis

This article explores the factors that influence the decision to initiate a drug research project. The contribution which strategic marketing might make to the process is examined as well as the possible reasons why such contributions often are suboptimal. Possible obstacles to connecting research and strategic marketing functions effectively include:

• Historically, a poor record of sales forecasting; • Differing priorities and time frames, language, and value systems; • Poor organization and configuration, career trajectories, and stability.

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