European Journal of Marketing
Опубликовано на портале: 10-01-2003
Keith Fletcher, Susan J. Hart
European Journal of Marketing.
1990.
Vol. 24.
No. 2.
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.
