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Management & Marketing no. 2/2007
Pharmaceutical Marketing in the Sanitary-Veterinary Sector
Lect. univ. drd. Mihaela Cornelia Prejmerean,
Academy of Economic Studies, Bucharest Prep. univ. drd. Simona Vasilache, Academy of Economic Studies, Bucharest
Abstract. The paper discusses the particular problems marketing practice encounters in the pharmaceutical sector, investigating some of their underlying causes. The span of the pharmaceutical sector is then restricted to veterinary pharmaceutical marketing, as a domain in which not the clients themselves are targeted, but their physicians and owners, which are to decide on their behalf. If pharmaceutical marketing, in general, is to be doomed as manipulation, which
would be the implications of marketing pharmaceutical products to third parties, with no consent from the beneficiary? The marketing tools and marketing contexts will be analyzed, in an attempt to estimate the efficiency of various approaches.
Keyword: pharmaceutical market, strategic marketing, veterinary services.
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