ISSN: 1998 - 4162

JISR MSSE Journal Contents

Volume 1, Number 2, July 2003


A Marketing Mix Model for Pharmaceutical Industry - A Pakistani Perspective
Irfan Sattar - PharmEvo/Shield Corporation, Karachi, Pakistan
Azra Maqsood - SZABIST, Karachi, Pakistan


Abstract
This study attempts to create a model, which explain the relationship between different elements of marketing mix with special reference to pharmaceutical industry in Pakistan. All the four Ps have been discussed at length to understand the unique characteristics of pharmaceutical marketing mix, and the differences they possess as compared to general marketing. This study forms the basis of developing more detailed text for pharmaceutical marketing.

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DISCLAIMER: All views expressed in the journal are those of the authors and not necessarily reflect the policies or preferences of JISR-MSSE or SZABIST.