Business Intelligence

Strategic Market Segmentation: Improving The Focus Of Strategic Marketing Research

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Executive Summary

While top executives in the pharmaceutical industry often advocate being market oriented and customer focused, few companies (large or small) use market segmentation to its maximum potential. Against the backdrop of an evermore demanding marketplace and many advances in strategic marketing planning technology, a majority of pharmaceutical companies were base their product development and commercialisation plans on cursory, incomplete, or intuitive marketing analysis with the resultant marketing strategy, missing fundamental opportunities and delivering incomplete or inappropriate strategies.

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