OTC drug marketing management

Author: Hou Shengtian
Publisher:
Publish Date: 2004-06-01
Features: The pharmaceutical and healthcare industry is a global sunrise industry with increasingly fierce competition, and the OTC (Over-the-Counter) medicine market is particularly prominent! In the coming years, China's pharmaceutical industry will enter an era of professional marketing. Industry insiders believe that improving the marketing management level of pharmaceutical enterprises and addressing the issue of "high overall quality but low marketing skills" among pharmaceutical marketing professionals is an urgent priority! The marketing practices of OTC enterprises have proven that successful implementation of OTC medicine marketing requires market research as the premise, marketing strategies as the core, and terminal marketing as the key. This book adheres to the principle of "classic theory combined with national conditions; focusing on practicality and simplicity,"es on the current state of domestic pharmaceutical enterprises, and emphasizes the transmission of advanced and effective marketing theories, practical skills, and successful cases, aiming to solve practical problems and rapidly enhance individual work capabilities and organizational performance. The process of OTC medicine marketing management is the process by which OTC medicine enterprises analyze, plan, execute, and evaluate their OTC medicine market. In recent years, the marketing practices of OTC medicine enterprises have shown that successful OTC medicine marketing requires market research as the premise, marketing strategies as the core, and terminal marketing as the key. Following this basic framework anding the actual situation of the OTC medicine industry, the book aims to comprehensively cover this process while varying the level of detail in its content based on importance. Adhering to the principle of "classic theory combined with national conditions; focusing on practicality and simplicity," the bookes on the current state of domestic pharmaceutical and health product enterprises, emphasizing the discussion of advanced and effective practical theories, skills, and methods to help readers solve practical problems and rapidly enhance individual work capabilities and organizational performance. The target readers of this book include: management and employees of pharmaceutical production enterprises, management and employees of pharmaceutical distribution and pharmacy management, marketing, planning, advertising, training, and research personnel in the pharmaceutical industry, pharmaceutical representatives in pharmaceutical production and marketing enterprises, and faculty and students of universities and colleges majoring in economics and management, pharmaceutical health, and commercial circulation.