The Handbook of Marketing Strategy for Life Science Companies

Contents

List of Figures

List of Tables

Preface

Introduction to Marketing Strategy

Author

1  Marketing Strategy Road Map

1.1 Planning toward Strategy

1.2 Planning Your Marketing Strategy

1.2.1 Performing Market Research

1.2.1.1 Planning Your Data Collection

1.2.1.2 Overview of Market Research Tools

1.2.2 Situation Analysis

1.2.2.1 Internal Analysis

1.2.2.2 External Analysis

1.2.3 Developing a Marketing Strategy

1.2.4 Implementation and Control Mechanisms

1.2.5 Final Notes

2  Overview of Market Research

2.1 Basic Market Research Concepts

2.1.1 Primary and Secondary Market Research

2.1.2 Quantitative and Qualitative Data

2.1.3 Miles-Wide versus Deep Dive Research

2.2 Preparing Your Market Research Plan

2.3 Collecting Data—Primary Research

2.3.1 ...