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Pharma Marketing Management by Pearson
book

Pharma Marketing Management by Pearson

by Vinita Srivastava, Jugal Kishore
May 2024
Intermediate to advanced content levelIntermediate to advanced
208 pages
4h 55m
English
Pearson India
Content preview from Pharma Marketing Management by Pearson
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UNIT 5

Pricing

INTRODUCTION

Pricing is an important dimension of the marketing mix. Price contributes to the top line (revenue) of the profit and loss account as well as ensures bottom line (profit) too. It is one of the Ps of (4 Ps—product, price, place and promotion) of marketing mix which can be easily and instantly moderated. The other Ps also contribute to the bottom line but their influence may be indirect. Product modification (like combination drugs) or changing distribution design (like adopting omnichannel) may require higher investment and longer duration, and a larger investment. New promotional campaign for a drug may require considerable ...

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Publisher Resources

ISBN: 9789361595035