ISBN: 9781498794305
Specialists drawn from industry, agency and academia explain the role of the various elements in the marketing communications process, and show how a reassessment of the marketing mix can result in a positive response to challenges imposed by a changing commercial environment. The pharmaceutical industry is often used as the model to illustrate proven techniques and creative innovation in marketing; although primarily intended for all those involved in the pharmaceutical, healthcare and allied industries, the book should be of interest to a much wider readership.
| Edition : | 04 |
| Number of Pages : | 162 |
| Published : | 06/30/2004 |
| isbn : | 9781498794305 |
