Strategic Market Segmentation
Improving the focus of strategic marketing research in new product development
David Mackenzie Commercial Director, Adelphi International Research, United Kingdom. andCathy Clerinx Director, Adelphi International Research, United Kingdom.
IS THERE A NEED TO REASSESS CURRENT PRACTICE?
In the relentless search for the necessary critical mass to ensure survival and the next blockbuster, the last ten years have seen significant consolidation within the pharmaceutical industry. Analysts believe that this trend will continue and will eventually involve some of the largest pharmaceutical companies in the world.
In addition, the last decade has also seen a...