Product Decision


In the previous chapter, we studied that marketing aims to achieve profit by creating value, communicating value and delivering value. To achieve marketing objectives, marketers have a set of controllable tools in their hands. Popularly, this is called a marketing mix. Marketing mix encompasses product, price place and promotion. We will be discussing each of these tools in the following chapters. This chapter will focus on product-related decisions.

Many people think that a product is tangible, but a product is anything that can be offered to a market to satisfy a want or a need, including physical ...

Get Pharma Marketing Management by Pearson now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.