Needs-based segmentation: principles and practice

While the principles of needs or benefit-based market segmentation have been long established, its potential value as a route to a stronger market understanding and ultimately competitive advantage has been largely untapped in pharmaceutical marketing research, with internal process rather than market focus driving market understanding.

Needs-Based Segmentation: Principles and Practice

Kathryn GreengroveGlaxo Smith Kline

Facing new challenges?

The global pharmaceutical market has historically enjoyed double-digit growth with sales in the leading 13 markets increasing...