The marketing of pharmaceuticals: standardization or customization?
Journal of Marketing Practice: Applied Marketing Science
ISSN: 1355-2538
Article publication date: 1 September 1995
Abstract
Discusses the relative merits of standardized and customized marketing strategies for organizations operating in international markets. Suggests that the suitability of either strategy is heavily dependent on market and environmental conditions. Reports on an examination of the characteristics of the pharmaceutical industry and the extent to which the marketing environment favours standardization. Presents empirical evidence of the extent to which marketing is standardized and suggests that the link between market characteristics and the degree of standardization is weak.
Keywords
Citation
Doherty, G. and Ennew, C.T. (1995), "The marketing of pharmaceuticals: standardization or customization?", Journal of Marketing Practice: Applied Marketing Science, Vol. 1 No. 3, pp. 39-50. https://doi.org/10.1108/EUM0000000003888
Publisher
:MCB UP Ltd
Copyright © 1995, MCB UP Limited