The emerging marketing issue in the pharmaceutical industry

1. Introduction The pharmaceutical industry is an important sector in the worldwide economy and it has a crucial role. It is discovering, developing, manufacturing and distributing quality medicines. Innovation in research and development (R&D) has controlled threatening diseases, improved life quality and increased the average life expectancy during the past few decades. The majority of the global pharmaceutical sales come from 3 main markets: North America, Europe and Japan. (See appendix I) More precisely, …

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